Monday, March 16, 2009

Clear Blue Easy Advertising - Poor Word Choice

This is from a current print ad campaign for Clear Blue Easy Pregnancy Tests:

1 in 4 women can misread
a traditional pregnancy test.

Read this one.

Oh semantics...semantics, semantics, semantics.

Sure 1 in 4 women can misread a traditional pregnancy test but will 1 in 4 women misread a traditional pregnancy ? Give us women a little more credit.

The word can semantically implies that it is possible but not necessarily so.

A better word choice would have been:

1 in 4 women will misread
a traditional pregnancy test.

or, more simply put:

1 in 4 women misreads
a traditional pregnancy test.

By the way, if Clear Blue Easy's research does not support phrasing the statement in a more definitive way, perhaps they should consider a different approach entirely.

1 comment:

Anonymous said...

maybe clearblue easy consciously chose the modal 'can' to contrast it with how laughable the possibility of misreading this test would be.

Related Posts Plugin for WordPress, Blogger...