The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement
This is no lazy mans field
Curiosity is one of the strongest human incentives
If a claim is worth making, make it in the most impressive way.
The advertising man who spares the midnight oil will never get very far.
Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring