Once upon a time, but not that long ago, a brand message could be successful even if it was close to a work of fiction.
Created by Madison Avenue wordsmiths, copy for an ad or brochure was crafted to manipulate and motivate using puffery, a legal term referring to acceptable marketing exaggeration. And most of the time it worked. In fact, generations of consumers allowed themselves to be manipulated by puffery that became part of the soundtrack of our lives. Here are three “Memory Lane” examples:
“Plop, plop, fizz, fizz, oh, what a relief it is.”
“Put a tiger in your tank.”
“The best part of waking up is Folgers in your cup.”
Here’s a local example:
“Largest inventory in the tri-state area.”