Buttertopping

Definition: To use language which conjures an image(s) in listeners' minds which may not be what is so in actuality technically. Also, from the marketing practice of including only just enough of something to justify making a claim. Or, turning hypotheticals or conjectures into probabilities; then, into facts.

Underlying this term is a deep cynicism, and contempt for the intelligence of people and an unconscious nihilism. In short, you and I are just some dumb assholes who will slop up whatever is put in front of us. Unconscious to our inner fears and fantasies, to be manipulated by clever hucksters and seekers of power and position.

In other words, what's really going on, what you or I may think is going on, and what we're told what's going on ... they don't always match. 

" ... fire, fury and frankly power, the likes of which the world has never seen before." This does not [necessarily] mean nuclear war. Or, that "wall". It sounds like bricks and mortar, doesn't it? But, even the President has said subsequent to his original announcement that it might be something that "works like" a wall. The utterances of the current President of the United States of America are littered with buttertopping. Make that any Politician. Also, any of the Pundits. Or, that guy who wants to get into your pants. Figuratively, or literally.

Recently we tasted Chocolate-Hazelnut Ice Cream. It was made with Nutella, a Chocolate spread which contains Hazelnuts. There may be Hazelnuts in there somewhere technically, but that flavor didn't come out in the tasting.

Or, when I was an Ad Biggie, we advertised a "Butter Top" Bread. Even showed it being poured on the loaf in the preparation of the bread. Only a quarter ounce of Butter, however. Just enough to make the claim.

Originally: "There's a high degree of confidence that the Russians did it." Now: "The Russians did it." Here's a hot button example, "Born that way". Absolutely no science on that. 

Then the whole business of "Organic" and "Natural". 

Or, take "Farm Raised" for example. I could have a decrepit warehouse, dirty and squalid, breeding some animal or other for food. I call it "David's Farm". Naturally, it's "Farm Raised". And, of course it's "Natural". The critter is natural by definition. Right? 

That is an extreme example to make the point. But, check into it. That whole list of various terms in the marketing of eggs. "Free Range." "Farm Raised." "Cage Free." Or, "Grass Fed" or "Pasture Raised". Conjures up an image of green fields with Cattle lazily grazing, don't it? Don't be so sure.

Or, did you know that a crop can be labelled "Organic" and fertilized with non-organic fertilizers. Look up "Bio Solids" aka "Sewage Sludge". 

In short, words illuminate ... or obfuscate. Pay attention.

PS I only buy "Gluten Free" bottled Water.