RE: [Paddlewise] New Kayak

John Winterz wrote:

>>>>>>>With Matt Brose taking on the advertising for the new boat it will
surely be a success. I wonder if it isn't just a bit too much information.
Most people like things short and catchy. Why not a simpler slogan sort of
like "Simply the Best".<<<<<<<<<<<

John, the USA one must worry about "false advertising". There are laws here
against that sort of thing. Well, at least there used to be laws five years
ago (and old habits die hard, especially now that I'm get old). There was a
lot of superlatives available to proclaim with that particular kayak model
but "Simply the Best" was not one of them.

If I remember correctly, you should notice that nothing I wrote in the ad
copy for the Square Deal Kayak Company's "Blockbuster" (as I now prefer to
call it) model was actually untrue. Misleading for those who don't analyze
closely what is actually being said, perhaps. 

Who says you can't learn anything from television commercials? I learned to
look for alternate hypotheses from them. "Bayer Aspirin is pure aspirin. It
would take four tablets of (another leading brand--or something like that)
to equal the pain relief in two Bayer Aspirin. "Now four is more than you
should take." I've always wondered if they were saying it is four Bayer
Aspirin that is more than your should take or it is two Bayer or the
equivalent four of the weaker brand that you shouldn't take.

One shouldn't expect just advertising to be misleading, kayak reviews should
be read the same way. Some aspects are way more important than others and
one needs to understand what those things are to know if the hype has much
relevance or not. In looking at watercraft one should consider any parameter
close to one extreme or the other to be very suspect.

Matt Broze
http://www.marinerkayaks.com
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