We often see a
variety of marketing terms on the packaging; in commercials, on billboards, in magazine
ads or in the content of web pages. These terms are used as activators or
modifiers, and are designed to reinforce the quality of a product and reinforce impulse buying without making
any direct claims that need to be supported through quantitative or qualitative
study results about the efficacy of the product. We see them so often and they
are so pervasive that they act on us in a subliminal or suggestive way. The carefully
chosen hypebole simply adds to the narrative about a product potentially creating
a false impression for unsuspecting consumers. Here are just a few that I have
observed in recent advertising.
Trusted, tested and recommended: who tested it? What were the results? Why is
it trusted? Who recommended it? On almost every occasion there is no statistical
evidence to support any such claims.
Superior, premium, select, prime, choice: these words are adjectives that confer no
special class or quality to a product or service, other than an unsubstantiated
claim. These words are often used to “tell” a consumer about the quality
because the quality is not apparent and often not present.
The letter ”Y”: adding the letter “Y” to some words modifies them to
weaken their basis in fact. For example to say something is “cheesy” ,
buttery’, “fruity” or “meaty”, suggests that this product tastes like its more
wholesome counterpart but may not fact have any of the original ingredient in
it.
Flavour: here is another modifier. Add it to Cheesy, or fruity and you now know
for sure that there are no original natural components in the product being
flogged. These two words together in marketing lingo mean “like “. Cheesy
flavour means packets of added flavours that can include just about anything
except the product being “likened to.”
“Gluten Free”: used as “come on” to appeal to someone trying to eat
healthy. It feeds the myth that Gluten is the root of all evil in foods.
“All natural”: It masks the need for any data to support the claim.
Stick the word “natural” on any product and you immediately have a healthy alternative
without the need to offer any evidence of its healthy nature.
Green: the colour
green has become an important packaging activator. It immediately confers environmental
conscious qualities to a product without any need to substantiate the claim.
“Lower ***** than our regular brand”: lower than what? Often lower then there regular brand that was
fatter than just about any product you could consume.
“Low Fat”: associated with healthy, nutritious options but usually means higher in carbohydrates and salt
“Are you feeling tired, and are your muscles sore?” Aimed at seniors, who as a matter of course
are tired and sore - because they are seniors! A come on deigned to hook you at
the beginning of the commercial by getting you to say “Yes…I feel like that.”
“Do you want to leave something behind for your
children?” A “bean counter” exercise designed to take
money from seniors, who they feel are too dull witted to realize that this is
not a windfall – it will be paid for by each senior in full and generate very
limited pay out.
“Car of the year!” Usually indirectly paid for by the manufacturer
through magazine ads and special sponsorship. Manufactures tend to trade this
honor to promote new or revitalized brands
“24/7 customer service”: usually web chat or FAQs represent the lion’s share
of help and they often hide the phone number in the deepest bowls of the web
site or paperwork to make it difficult to call in. Another way of avoiding
actually talking to your customers because they have too many complaints about
their product
“Product of Canada” or “Made in Canada”: Often just food manufactured in other
countries and repackaged in warehouses in Canada. Most manufactures use the
Canadian Competition Bureau’s test definition for these labels; as long as it
meets the following it can use this label – “the last
substantial transformation of the good occurred in Canada”
“Botanicals, essential oils and extracts”: often only an extremely small amount by
volume with few if any details on what botanicals… it all sounds healthy when
mentioned in anti-aging products but no statistical evidence is
provided….because none exists.
Free: there is no such thing as free …ever! All costs related to products
are calculated into its sale regardless of claims. You may pay the true cost in
other ways, shipping, or handling fees or through other business services
attached to a product, annual fees, licensing, etc.
