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Sucaryl - From 1956, an excellent example of the role science used to play in advertising. To sell this novel notion of a low calorie sweetener, the ads adopted the tone of a technician, discussing diets in a sober, serious tone, and using austere illustrations, like something out of a lab report. The idea was to convey trust, to help people accept this modern artificial sugar the same way they would welcome a new isotope or jet engine. These days, consumers are less trusting, but the sweetener industry marches on.