Apparently, there’s an ad-copywriting school that offers a course called “If It’s Way Too Complicated To Explain, Just Lie.” In the October issue of Vanity Fair, a Saab 9.3 Turbo ad proclaims, “We believe every person should recycle. And so should every engine.” So far so good. But according to the body copy, “By taking exhaust that typically escapes out the tailpipe and redirecting it back into the engine, the Saab Turbo maximizes performance…” Now wait a minute. Saab engines can run on exhaust gases? There are three possibilities here. One is that the copywriters simply decided nobody actually cares how a turbocharger works. Another is that one of the creatives remembered hearing about something called “exhaust-gas recirculation.” But the most likely is that the dumb strokes have no idea how a turbo works and don’t care. How the mäktig have fallen.
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