Elliptical comparative deception in advertising refers to any commercial advertisement that claims to be better or to produce something that is, simply put, the best. It entails the claim to have no comparison, nor competition in its own kind. As a result, it creates the false sense that the product is, indeed, the best out there and that there is nothing that can challenge, nor match it.
For example, many newspapers and news channels unabashedly call themselves "The Leaders", or "The Most Reliable", in order to instill trust in the viewers and potential new viewers. Also, when some products claim to be produced from "the best stuff on earth", or with "only with the best ingredients", they are stating that there is no other brand available who would take the time and effort to create such a unique product. Hence, in comparative advertisement, elliptical comparisons are meant to set themselves aside as unique and quite superior.