This of course is not intellectually gratifying - apart from one fantastic quote: The late Simon Hoggart coined the phrase "the law of the ridiculous reverse",

This of course is not intellectually gratifying - apart from one fantastic quote: The late Simon Hoggart coined the phrase "the law of the ridiculous reverse", which states that if the opposite of a statement is plainly absurd, it was not worth making in the first place. School marketing literature is a veritable treasure trove of such statements: "We are committed to high standards" as opposed to "We aim to fail." That "ridiculous reverse" idea is a brilliant means to remove marketing speak and ensure copy has some value ...