"Promise, large promise, is the soul of an advertisement"

This quote by Samuel Johnson suggests that the key to an effective advertisement is to make a guarantee that is attractive and enticing to the target audience. By making a pledge that is big and enthusiastic, it will capture the attention of the audience and make them more likely to do something about it. This might be a pledge of a much better life, a much better product, or a better experience. The promise needs to be something that the audience can associate with which they will be encouraged to pursue. By making a promise that is big and ambitious, it will produce a sense of enjoyment and anticipation in the audience, which will make them more likely to do something about it. Ultimately, the success of an advertisement depends on the pledge that it makes, and the bigger and more enthusiastic the promise, the more likely it is to be effective.