Talking of advertisements, as I was the other day, there’s
another type of advert which really shouldn’t work, but apparently does,
because you see it regularly. I refer to the ‘new, improved’ concept, in which
the advertiser more or less admits that the product they’ve been selling you
for years was a load of rubbish, but now they’ve got a better version that
really is worth the money and does what they kept telling you the other one
did.
On Spanish TV the last few weeks I have seen an advert for a
cleaning product in which they compare the new version with the old
(traditional) version, and show you how ineffective the stuff you’ve been using
really is. Which makes the new one look terrific, of course, but do we really
want to trust these people again? Apparently we do. It must work.
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