“Because you’re worth it.” Four words, running in L’Oréal advertising since 1971, and by the time you reached the period you had already done the heavy lifting. No one told you that personal worth justifies the purchase, that expensive cosmetics are how worth gets expressed, that you in particular qualify for the category. You supplied every one of those claims yourself, silently, in the half second the slogan allowed. The advertiser handed over a conclusion and trusted you to build the staircase leading up to it.

Continue reading → Enthymemes: The Argument You Finish Yourself