Some lines are more positive than others. 'Once driven, forever smitten', for example, or 'Aah, Bisto!'. Contrast this with Triumph's line for its TR7 sports car in 1976: 'It doesn't look like you can afford it', or America's Newport cigarettes: 'After all, if smoking isn't a pleasure, why bother?' "Because I'm hooked, you bastard!" might well be the answer from those who are addicted to the weed, a sentiment the cigarette company may not appreciate as part of its message.

Publishers will tell you that negative book titles don't sell. It is my belief that negative advertising is hard to justify.

Notice how boring all the negative electioneering is in general elections. The voters just want to turn off.

Here is a group of positive lines, to make you feel better: