Everyone likes a good hanging, do they? Tag lines sell articles. An advertising tag line can tease in a peculiar kind of charm to the product it is meant to promote. Like 'when beauty meets quality', or when 'make. believe', makes the reader or viewer cogitate on the unspoken experience of living the product. When the looks of the product which is necessarily made to look other than what it really is attempts to mate the hyper-expressive language tinkered to do just that, the customer is made to willingly savour the illicit passions of the unsaid. The desire for the material fingers the linguistic foreplay and the killing feel to have it, know it rises inside. The ad line adds much in terms of the unstated, hooks one closer but leaves the distance untraveled, yet approximated. But do books require these tag lines? A subtitle like tag line which supplements the text's argument at one level and mystifies it at another? A teaser which pokes the intellectua
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