Evan Davis continues his exploration into deception by talking to those who've had cause to be economical with the truth. Everyday we're bombarded with messages from people who are trying to sell us things , objects to buy, political messages or even just themselves. But how far should they go in putting a positive gloss on things, manipulating the truth to persuade us that mutton is lamb, sub-prime is prime or recession is recovery? In this programme Evan talks to a top advertiser who'll share his thoughts on some tricks of the trade but also the limits to those tricks, how to deceive and when not to.