There is a subprime lender that seductively advertises:We see more than an easy label and a credit score. We see homeowners with commitment and the courage to keep dreaming.That certainly has a positive ring to it. Perhaps even a bit noble. But has anyone ever bothered to deconstruct those words?Translated from ad-speak into plain English, what this basically says is: We know you've already ruined your credit. More to the point, we know that your spending habits are governed by your desires--not a sense of fincncial responsibility--and we wouldn't have it any other way. So go ahead and indulge yourself. Actually, this is just a cruder version of the words, "You're worth it!" or "You deserve it!" that have appeared in so many advertisements. Still, it is depressing to think that so many advertisers do not view us as sentient, rational beings. And even more depressing to realize that they are so often right.
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