Puffery When It is Just Puffery
6 Comments Published by Frank Lane June 19th, 2007 in Focus, Way OffIn the advertising world, puffery is using phraseology that sounds good, but does not have to be legally supported. Words like “finest,” “best,” and “quality” are examples of puffery.
One example in Atlanta makes me groan every time I drive by. It is a dated building. The name of the company is York Furs. The puffery, “the finest furs in the World.” Now who could possibly believe this claim? First of all, Atlanta has about two weeks a year when anyone can wear a fur. Of all places, why would the finest furs in the world be in Atlanta. And the building looks like an old bread bakery.
This is quite different from Joe Mahoney, “When I grow up I am going to make the ‘best’ baloney in the world. To start with, I’ll make it square to fit the bread.” Puffery can work, but it can just expose a brand like York Furs as having nothing else to say.
This isn’t really related, but it’s just too darn funny not to share. Has anyone seen the latest commercials for the ClearBlue digital pregnancy test? (If not, there’s a link to it on YouTube below.) You want to talk about missing the mark…
The commercial basically consists of the test moving away from the camera like a ship in a Star Wars movie. The ad’s message is that the new test is amazingly advanced, so I guess they decided using the Star Wars/advanced technology motif was a good fit.
BUT. They’re marketing to women. I’ve seen this commercial a dozen times, and I still can’t tell you why it’s so advanced. (Note: the version I’ve seen on TV doesn’t include the info at the end where they show the package, as seen on the link below.) Or why I should use it over another brand. As a woman, I don’t care how “cool” it looks, or whether it has a digital readout. I just want to know if it *works* and will it be accurate?
They missed the mark so far, you can’t help but laugh. And, from a female perspective, I’ve just lost all trust and respect for that brand. What women is going to trust a brand that doesn’t even know how to speak to her?
http://www.youtube.com/watch?v=2GXskZFXbNY
Jenn,
This is a great comment, should be a post. Will see if I can convert.
Great points. Spot on for you. Thanks.
Frank
Don’t thank me: thank ClearBlue.
Also, on a minor note, in the TV version they wisely omitted the words, “the most advanced piece of equipment you’ll ever pee on.” Instead, the TV version says, “the most advanced piece of equipment you’ll ever…*clearing of throat*…you know…” When I watched the YouTube version, I was mortified. I thought, “Nooo!! They did not just say that! So…horrible…why…why?!?”
I had an experience today that serves as an interesting follow-up comment.
My husband and I are trying for a baby, and even though we’ve only been trying for a month, I found myself in need of a pregnancy test. So this morning at Wal-Mart I glanced over all the options. My first choice was a brand called First Response, which I chose because it was only $8.97 and included two tests. Then I saw our friend Mr. Clear Blue Easy Digital. It was only a dollar more and also offered two tests. And I thought, “It would be nice to have the digital reading that says either ‘pregnant’ or ‘not pregnant.’” Instead of worrying about tests such as First Response, where you wonder things like, “What if you get a faint second line?”, etc.
Still, despite that valid concern, I chose First Response. Why? Because Clear Blue’s marketing had not only missed the mark, they had actually appalled me to the point where I even doubted the product’s reliability. I’m an emotional woman, who is currently on an emotional roller coaster as I’m trying to conceive. I need a brand that says, “We understand who you are, what you’re going through, and what you need–a definite answer.” Clear Blue missed the first two on the list. So even though I may have gotten a more definite answer with it, I didn’t feel comfortable trusting it.
So if anyone from Clear Blue or other pregnancy test brands read this, please note: Trying to conceive is one of the most emotional times a woman goes through. What she needs is sensitivity and support–especially if you want her to trust your brand with telling her such important and emotional news.
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