Avoid Puffery
In advertising, puffery refers to exaggerated claims that are so subjective that they cannot be proven or statistically verified. Most of us consumers are savvy enough to not take seriously claims like “the freshest ingredients,” “best pizza in town,” and “world-class service.”
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Writing about Literature: Using the Literary Present
Books as presents
When I say literary present, I’m not talking about receiving a Barnes and Noble gift card on your birthday. The literary present refers to the custom of using present tense verbs when writing about events that take place in a work of fiction.
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