Whether it’s ‘natural’, ‘supports’, ‘may’, ‘favourite’, ‘leading’ or ‘from’, the wording in ads is often suitably vague, makes claims that can’t really be disproven and regularly embraces the art of omission. Guaranteed is generally not a word placed in that category, so we couldn’t help but notice a fairly bold claim in a Vodafone ad in the business section of today’s Herald that talked up the benefits of getting a new phone.
According to the full page ad, which aims to tap into business FOMO, getting a “brilliant new iPhone 6s”—despite the model being a halfway measure before number seven comes out—is “guaranteed to move your business forward”.
So get that new phone and wait for the profits to come rolling in. Hang on. What’s that? Vodafone didn’t actually promise commercial success? Quality loophole stretching there.
