So, I'm watching TV...

[conuly]

(I mean, I'm not, but I was, and am now using the historical present... I mean, I was using the historical present, but now I'm using the present present... I'll be in the historical present again soon, though. Promise)

...and a commercial comes on (SEE? HISTORICAL PRESENT, BABY!) for Crest Toothpaste, now "clinically proven to be more effective" in whitening teeth, preventing cavities, saving cute puppies, I don't know what.

This leads to an interesting question. More effective than what? Than the competitor? Than they used to be? Than wishing, praying, hoping? They don't say.

All this leads to the deepseated suspicion that the answer is "than doing nothing", of course. Remind me not to buy the new Crest toothpaste anytime soon. It may not be false advertising, but it sure is deceptive.

Comments

[conuly]

No, they probably don't. Quite often, when advertisers use phrases like that, they mean "more effective than water alone" or "more effective than nothing".