This is an issue that has been gnawing at me for some time now. Over the years, I noticed how the use of an extreme phrasing has become a very effective marketing tool.Buy such and such…and save the world or there is a new lip color…you cannot live without it.We are bombarded by such statements from advertisers and the media daily.  On the surface it may seem funny, theatrical and harmless, but… I have seen to many examples of individuals adopting these phrases to justify doing stupid and harmful things, associating hearing it from a reliable source in a very trivial context, as a justification for their actions.  Not to mention, that if there was an emergency broadcast we would probably disregard it altogether. I think we have been desensitized… and that is dangerous.  I am not suggesting censorship here, everyone can advertise all they want, but I would like to learn from the manufacturer X how exactly is their new product going to “save me” and the world?  ( much of this stuff is just over the top).What if… we took baby steps and send emails asking that of the advertisers?!