How Marketers Mislead

Politicians and marketers exploit term ambiguity. A claim can call something natural in one premise, then quietly switch what natural means by the conclusion.

This kind of sleight of hand is called equivocation — using a word in two different senses inside the same argument. Once you learn to spot it, you will see it everywhere: in ads, in debates, and in your own thinking. The trick works precisely because each premise sounds reasonable on its own; only the shift between them gives it away.