The advertisement was about a major brand of oil filters, a very respected name in the automotive industry. It said the following: "Maximize your engines horsepower with the filter that captures 45% more dirt".
AMSOIL's statement on their filter box states: 98.7% efficient @ 20 micron, as tested February 2011, by test standard, ISO 4548-12.
Anything used in the manufacture, repair or maintenance of an automobile has a specification that is used to determine how long or well it will perform. This helps determine its worth or value in the market. From tires to computers, to the seat cushions you sit on, each has a specification that determines its value. Lubricants and filtration are no different. There are higher and lower quality products based on the specifications of each and all manufacturers know exactly where they stand on any given product.
AMSOIL has its products tested by industry standard tests. As stated above, all automotive products have an industry standard test and AMSOIL submits their products to independent labs to be tested and then publishes the results for all to see.
So, what does trapping dirt in an oil filter have to do with horsepower? It traps 45% more dirt than what, no filter at all?
Ask yourself what approach makes more sense –colorful language, or specific facts.
Please share with us some examples of BS advertising that you have seen.
You can always check to see what AMSOIL has to say on their website.