The Art and Science of Manipulative Language.

Indeed, implicit language is part and parcel of the overall rhetorical structure of an advertising message. FEATURE ARTICLES We human beings, as homines loquentes, rely on verbal language to carry out many functions: to make ourselves understood, to learn about facts or ideas, to spread cultural values, and to induce people to do what we want them to do - that is, to manipulate other people. Like implicatures, presuppositions are very common in advertising messages in a number of different languages. In the language of advertising, however, presuppositions serve another function, because the contents accompanying a product and describing its qualities are generally not known in advance by the addressee; these contents are also the most informationally salient for deciding whether or not to buy the product. [Extracted from the article]