The magazine publishers say that most advertising lives in a grey area between truth and lies, and that legislative standards should be designed for the normally sceptical, not the vulnerable.
If Wheeler seems comfortable in this Samuel Beckett world where the truth is a lie and only lies lead to the truth, perhaps it's because he's been living there a long time.
"The industry has veered between being very hyped to being heavily criticised and the truth probably lies somewhere in between, " said Jupiter analyst Ian Fogg.
"Behind the fancy speeches, grand promises and TV special lies the truth: With crises at home and abroad, Barack Obama lacks the experience America needs, " the ad said.
See if any sound familiar to you, and where the truth lies.
FORBES: Three Lies You Should Stop Telling Yourself Right Now
Yet beneath all that volatility lies a haunting and inexorable truth: "In real-dollar terms, paper pricing basically goes down" over the long haul, says Georgia Pacific President Lee Thomas .
Most lies are small and amount to fudging the truth to build fame and fortune.
The truth about index investing must be told over and over again because lies are constantly being told around it.
The Redwood String Ensemble's story lies in the stage, and - like Bernstein, Barber, and Copland - the beauty of our art lies in the truth of our identity.
Somewhere between Clinton's denial and Washington's stepped-up pressure on Pakistan lies the truth -- or furious diplomatic pas de deux.
Therein lies the greatest lesson of that day in the valley, and the truth that our men and women in uniform live out every day.
In truth, the blame lies with two brothers with two different views of Labour's future and with rival allegiances to Tony Blair and Gordon Brown - the men who used to say that they too were like brothers until they became embittered rivals.
As I have matured in the business world and in life in general, I have found that the answer always lies in the truth.
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