This can be approached a number of ways, some them very sophisticated, such as Deconstruction.
But it is also used by Real Estate agents – who point out that the value of a house depends on how the Market values it. And it is very fickle.
By advertisers, who try their best to deceive their buyers.
And by politicians, who are very concerned with their image – because that is all the voter sees.
And by cynics of all kinds, who observe the foolishness of mankind.