Recent political thought has shown us that one of the best ways of selling is to say it loud, say it extravagantly and people will believe you.
The truth, in all this, can hang. It's all about the simple words and the uplift.
Apple might be following this in its new ad for the MacBook Pro. It enjoys all the sprawling opulence of Trump Tower.
The music suggests that this is less a computer ad, but more a race to the very pinnacle of human thought.
Here we have light bulbs bursting. Not one, not ten, but hundreds and hundreds.
We see images of some of the greatest ideas ever conceived (light bulbs? geddit?). Such as fire, writing and the Apple Newton. Actually, it's not quite the Apple Newton. It's the Apple falling on Sir Isaac Newton's head. But this is hyperbole. Very high perbole.
The motorbike, the magnifying glass and the toilet roll all make a fleeting appearance in these 90 seconds. So do the television and the paper clip. Oh, and the drone. Yes, there's a little wit here. After all, the great Tamagotchi makes an appearance.
What's the point of all this? Well, could all these things have been invented on a MacBook Pro? No, it's that the MacBook Pro has been meticulously constructed to help you create the next great idea.
Like the TV that takes pictures of you watching it. Or the robot that runs for Congress and actually does something when it gets there.
"Ideas push the world forward," says the ad. "Introducing a tool for all the ideas to come."
I struggle a little with all this noise.
Here's a computer that doesn't seem drastically different from the last MacBook, one that demands you buy a whole array of dongles in order to use it and one that costs rather more than the computer it's supposed to replace. This is somehow being shoehorned into a litany of the world's greatest ideas.
I am happy to concede, though, that the Tamagotchi did indeed push the world forward. Into a well of Pokemon Go-induced numbness, that is.
