From BusinessWeekOnline:
Not only do magic advertising words not exist, several of them actually work against you. And chances are, you're using at least one of them in your advertising now. Here [is one of] five advertising words you should never use:
Integrity
A company either has integrity or it doesn't. It's either honest or it isn't. When a company talks about integrity in its advertising it's for one of two reasons, neither one of them good: They're either trying to cover up some lack of integrity (which never works) or they're implying they live by a higher standard than their competition. That's impolite, to say the least. Every company needs to have integrity. No company needs to advertise it.
The next time you're tempted to use [integrity] in an ad, stop and ask if there's a better way to get the message across. Using common words that have become empty clichés is a shortcut to nowhere. Just because you sell it doesn't mean people will buy it.
