I am, thankfully, pretty distant from things advertising these days, but one of the few things that stuck, and one of the first bits of advice is to move away f

I am, thankfully, pretty distant from things advertising these days, but one of the few things that stuck, and one of the first bits of advice is to move away from the factual type 1, to the vague aspirational type 2 on the grounds it works far better. I seem to remember one popular book picking on example type 1 ads from a newspaper or yellow pages and turning the boring lists of features into the hollow promises^W implications of type 2. Which is essentially admitting it's very good manipulation so close to lying it should carry a warning or regulation. It's the former type that's sometimes quite popular - like in the back of old computer or hobby magazines - precisely because it's handy for discovering new things. TL;DR Type 2 is what marketers and advertisers do, type 1 is what a lawyer, gardener or software engineer might produce to sell their product.