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Advertising is always deceptive, more or less. It is often, especially in television commercials, funny, clever, and witty. But it is sometimes just plain stupid as, for example, the  Audi commercial with the slogan “Progress is an unstoppable force”.  Nothing can help that without defining ‘progress’, Audi’s’ slogan just dangles in the air, meaning nothing. But we can think about it.

Volkswagen is the parent company of Audi. Volkswagen means ‘The People’s Car’ and the car filled a need after WWII ended and the world was recovering from suffering and loss.  Now things are better. True, there are serious issues today, like environmental catastrophe and political and social chaos, but there is a big market for luxury cars, and Audi is ready.  Audi is on track. The market for luxury cars pushes on, and Audi’s progress is, for the moment, unstoppable