Magic

Today I saw an ad for new Puffs tissues, where they actually described a "magic" layer in their tissue. Lots of advertisements do close-ups on their products, "magic" close-ups, where they show "magical" seeming features. Like little vacuums sucking up your pores, or whole vitamins restoring your hair strand by strand. I've even heard advertisements touting products that "work like magic." Like, being the operative word that keeps them grounded in advertising reality. But today was the first time I've ever heard an advertisement describe something simply as "magic". As in, our tissue works better because of the magic layer inside. From their website, "New Puffs Plus has moisturizers galore. With a new magical layer, it'’s silkier than before. It'’s soothing as can be, with lotion, aloe, and E." Magical.