Quote analysis.

"The very first law in advertising is to avoid the concrete promise and cultivate the delightfully vague." Bill Cosby.

I fully agree with Bill Cosby’s quotation. Finally, what is sold doesn't have too much connection with it's advertising. In other words, the advertising doesn't have a big relation with the product itself.

What makes the difference between a successful ad and a bad one is the deepness and strength of the image(or idea) that is built around the product in order to persuade the consumers. A clear  example for this is that, as an exaple: successful soaps - in our mind - do not just clean but purify, and a car is not metal and gasoline at all, but the symbol of the power you have. Society then, is more interested in the “delightfully vague” promise than in a concrete one.

"In general, my children refused to eat anything that hadn't danced on TV" 
Erma Bombeck.