A very brief scan of literature on the subject does suggest that lipids may have a beneficial effect when included in a cream applied to the skin but I could not find a reference to the addition to a shower gel which is usually applied under running water.
There are other aspects of advertising such as testimonials or appearance by sporting or other celebrities who may or may not use the product. Well known personalities are routinely employed as voice-overs but many get the impression that there is an endorsement of the product.
I have been looking at the use of language in advertisements not to show that the adverts are telling lies but to show how a judicious use of English leads the reader to believe that there is a significant claim about the product when no such claim is being made. It is us, the consumer who mentally translates the treacherous language into something that is untrue and advertisements are certainly written with the deliberate intention to mislead.
For misleading English, I find the following words almost breathtaking in their simplicity, effectiveness and deceptiveness:
“No other ……….!”
You will find these words used time and time again in hundreds of advertisements for a wide range of product as it takes the use and abuse of English to new plane:
“No other toothpaste cleans and freshens your mouth better………..!”
“No other painkiller is more effective in alleviating period pains!”
“No other petrol/gasoline/fuel keeps your engine cleaner…………”
“No other disinfectant is more effective in destroying bacteria!”
The next time you hear the words “No other… ” in an advertisement , just think what the advertisement is really saying - not that the product advertised is better than its rivals but that its rivals are no better than it in regard to the quality it refers to!
The abuse of Mathematics and statistics, together with the words used with mathematical claims can also make me very angry.
We have all seen these signs
“Buy one, get one free!”
“50% off”;
“Special Price”
How much does one cost? What is the price for three? How many do you actually want? How much would you pay at another shop without a “Buy one, get one free!” offer? Are you so financially naïve that you really believe they are giving one to you free? If not then you have to accept that you are being overcharged if you buy an odd number. In business, nothing is for nothing.
50% off what? Have you ever wondered why so many similar things from rival suppliers cost similar amounts even when they have discounts? One of the main culprits here is insurance. They will give introductory discounts, age discounts, special discounts (the broker hasn’t sold his quota), no claims discount, special no claims discount for protected no claims discount where there hasn’t been a claim (think about it), etc. and still you will find a number of similar quotes.
Few such offers are genuine. A baker with left-over bread may reduce his standard price at the end of the day rather than throw it away and supermarkets often make such cuts when “best by” or “eat by” dates are reached. Many such offers are permanent features of some stores and the Spring Sale becomes the Summer Sale, the Summer Sale merges into the Autumn Sale and the addition of a little artificial snow reveals the Winter Sale.
Advertising - The Use and Abuse of English and Math – Part II