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When you push them and push them they're based on some pretty nebulous ideas". The message is one that the advertising industry is not keen to hear but is slowly waking up to, he said.
But these are based on some pretty optimistic assumptions.
Worth remembering that Alistair Darling's forecasts are based on some pretty healthy economic growth for the UK, including around 3.25% in 2011.
Both are based on some pretty healthy fabrications (the TV spot says Mr. Romney will create thousands of jobs by approving the Keystone XL pipeline, which will create only a few hundred long-term jobs).
But the conventional wisdom that fertility 'falls off a cliff' at the same age for all women is based on some pretty shaky science, with the majority of data coming from French birth records from 1670 to 1830.
Quite clearly, the fiscal forecasts are based on some pretty big assumptions – unusually stable growth over the next five years and no increase in interest rates from the Bank of England until early 2017 to name but two.
Similar(47)
It is based on pretty pictures of pretty things, many of which people want to buy.
Mother Jones reported the other day, based on a pretty thorough look at mass shootings, that "not one of the 62 mass shootings in the United States over the last 30 years has been stopped" by an armed civilian.
But that look killed the delicacy of Mr. Copping's vision, which is based on the pretty lingerie looks that he did well last season.
Sometimes created for friends as glorified party favors, such paintings were based on the pretty concept that as the fan was unfolded, vistas and poems were revealed.
Perhaps the New Cinema Fund genuinely believed a more brutal, visible rape would add to the artistic quality of Revengers: the film was based on a pretty extreme and demented play, and it needed a certain shocking aspect.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com