The need to consume is a basic human quality regularly being exploited by means of advertisement. Corporations that wish to be successful usually advertise their products' in a way to cause consumers to desire it necessary. In Frank Luntz's essay "Be all that you can be: The Company Persona and Language Alignment", gives a clue as to how a company would be successful through Language Alignment. The approach used by companies is a developed method in which the message, messenger, and recipient are all on the same page. Comparing these messages to reality is the individuals responsibility. As well as Luntz's essay, William Lutz essay, "Weasel Words: The Art of Saying Nothing at All", he educates the reader about the deceitful claims established by companies, and explains how they manage to still convince consumers their products are necessary. These two works state how advertisements are so common that they are not questioned. One such advertisement could be Subway's "Five Dollar Foot Long" where they promise five dollars for any regular foot long, when in actuality many subs offered cost more then five dollars. Subway's ads do not capture the reality of what they mean; therefore, Subway should change their advertising to specifics and more clear statements. Advertisements constantly throw claims at consumer's senses, most of the time society take those claims with out second thought. Lutz establishes advertisers find alternative ways to make claims through the use of "weasel words, which appear to say one thing when in fact they say the opposite, or nothing at all" (Lutz 416). Weasel words allow companies to sell products without having to defend claims their ad may have said. In addition, Luntz's argument is that advertisements use slogans for the product that is that product, "words that work "reflect not only the soul of the brand, but the company itself and its reason for being in business"" (Luntz 428). Ads and the messages given