The thing being advertised, the product, is turned into the physical embodiment of a quality. Bisociation is a two-way street, after all. Marketers sell the sizzle, not the steak; with these anthimeric adjectnouns, they’re selling the steak as the physical realization of sizzling.

Advertisers Trick Your Brain by Turning Adjectives into Nounsundefined

May 20, 2014