When I was in college, one of my professors pointed out that the way someone interprets a book often says far more about the person doing the interpreting than the book itself.
Taglines can be a source of much discussion for exactly this reason. They come down to being an emotional appeal, and what's most convincing (and therefore strongest) depends on the reader.
Neuromarketing has a nice article that looks at some guides for prevention vs. promotion taglines:
If you can determine the motivation of the majority of your customers, that will dictate how you craft your pitch. Prevention-motivated customers mean you should adopt the “loss prevention” approach, with appropriate imagery and language. Naturally, if your customers are mostly opportunistic, you can focus on the “promotion” approach and emphasize potential gain.