Advertising often relies on persuading / manipulating viewers. The Dos Equis beer ad below is no exception. There is an “obvious fact” stated at the top of the ad. There are also a number of implicit “obvious facts” in the rest of the ad. For example, the ad makes statements about their beer, about gender roles, etc that are not stated directly but are designed to alter consumer behaviour. Deception certainty seems to play a role in a lot of advertising.