Newsflash! Mouthwatering copy really is mouthwatering.

I realize that writing food ad copy is a form of manipulation. But I have to admit, food fictions feel so much more noble than other ad copy because I actually buy into what I'm selling.

Via the food section sidebar, I found the Guardian Unlimited's report on scientific evidence on the way words can sway sensory perception.

As the article points out, this is news of the Captain Obvious variety. Advertisers have understood how to write persuasive copy for centuries. The whole thing is so Pavlovian: Those who have had positive experiences with rich, juicy steaks are more likely to be sucked in by a tomato description that evokes thick, meaty slices. Tell someone that the wine has notes of melon and tropical fruits, and they're going to subconsciously seek out those flavors.

Some research that would really help me out: an infallable list of the most universally mouthwatering words. Serve me up a beaker of that action.