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It's not simply Chief executive officers and corporate spokespeople that need effective language to be the message. One of the most effective advertising taglines are not seen as slogans for a product. They are the item. From M&M's "melts in your mouth, not in your hand" to "Please don't squeeze the Charmin" restroom cells, from the "plop, plop, fizz, fizz" of Alk
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