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Absolute Comparative

 Absolute Comparative
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 This Description of Absolute Comparative is three times more informative than the leading brand.
Rather than tell us exactly how good the product is, advertisers often use slogans like
The smarter way to shop
The powder that washes whiter
Now 50% softer
20% cooler!
More "extreme."
These sound positive, but mean nothing. Smarter than what? How white does it wash? How are they measuring softness? Why do I want an "extreme" bathing sponge?
By omitting the standard they're comparing their product against, they've avoided making specific claims about their product and made comparisons with their competitors much harder than otherwise. One of the more common forms of Weasel Words in advertising.
Compare Parity Product Paradox, where legally indistinguishable competitors are free to tout their claims to be "the best". See also Asbestos-Free Cereal, where the feature is simply a normal trait common to all similar products, and 20% More Awesome, where the feature is a quality that cannot be objectively measured.
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 An old Super Mario World commercial once advertised the game by repeating "a bit more (adjective)" multiple times, using adjectives such "exciting", "challenging", "colourful", "realistic", "hotter", "cooler", "weirder" and "revolutionary". Many of these 16 bits don't really apply to Super Mario World at all. And of course, the real question is "a bit more (adjective) than what, exactly?" Super Mario Bros. 3?
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 Absolute Comparative
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 Advertising Tropes