There I was. Dragged to watch my girlfriend’s football team on ESPN in the local. It was half time and then there it was on the plasma screen.
I looked once and scrunched my face in a puzzled expression. Looked again and made sure it said what I thought and as my brain processed the information the next piece of small print appeared.
Now I can’t say I’m an expert on the latest facial creams for women (really… I’m not)…. but what I can tell you is how misleading the advert was when you looked at the small print (and how many people look at the small print research figures on television adverts?).
Their claim. 89% of women had seen the benefit of blah blah cream in X number of days. Ok… nothing wrong with that.
Let me ask you this though. How many people would you like to think took part in that research? I mean this is a national television advert stating that 89% of women thought it more effective than their usual products.
A few hundred? A few thousand?
37
Just 37 women. So with rounding, that 89% equates to a mere 33 women driving a national TV campaign.
Is that right? Is that moral? Is 33 a large enough population to be allowed to tell the nation that a product is so much better than it’s competitors?
