Ambiguity is common. This may make a phrase memorable and re-readable. Ambiguity may be syntactic (the grammatical structure) or semantic (puns for example).
Weasel words are often used. These are words which suggest a meaning without actually being specific. One type is the open comparative: "Brown's Boots Are Better" (posing the question "better than what?"); another type is the bogus superlative: "Brown's Boots are Best" (posing the question "rated alongside what?") Look out for the following Weasel words: