Tuesday, August 4, 2009

The Disclaimer

There is always something lurking below the surface…the unsaid, the underlying meaning, the underlying truth. When you scratch the surface…the real truth is revealed. Question: Aren’t the words “real truth” redundant? Is there such thing as “false truth?”

With advertising…whether in print or television….advertisers start out with some amazing claim about their product and then directly follow it with…the small print…or a tiny voice…aka the disclaimer. That way they don’t land their butts in jail.

First they say things like: “Take Sleepytyme tonight for the best night’s sleep of your life.” Then a tiny, quiet, speed-talker adds: “Prolonged use of Sleepytyme is habit forming and may cause loss of liver, limb, lungs, and life. Should you never wake again…that’s your own stupid fault.”

If I were to advertise my blog on television I would make the following claim: “Kat’s blog is good for your health. It relieves stress and prevents tension. Your blood pressure is guaranteed to go down 100 points with daily dosage. Read Kat’s blog today and lower your blood pressure.”

On the surface it appears as though Kat’s blog has a health benefit. The unsaid, however, is apparent: Kat is desperate for blog readers and is making claims that are total B.S.

Just so I wouldn’t find my sorry ass in jail…I would add The Disclaimer (please read this part as fast as you can)… “99 out of 100 people have been known to become nauseous with excessive exposure to Kat’s blog material. Any real health benefit regarding blood pressure is total crap.”

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