Furniture Adverts
October 31st, 2005I’ve seen a lot of furniture adverts of late. All furniture stores, it seems, without exception, are in the middle of a sale. As far as I can see, it’s not really a sale if it comprises the majority of the time the store is open. They just have intermittent periods of very expensive dealing. I mean, if you can turn a profit selling all your products at £1000 less than the RRP, then all that proves is that your regular prices are extortionate and should be looked into by the Office of Fair Trading.
The other thing all furniture adverts do is to read the prices as, say, “seven nine nineâ€. Seven Nine Nine is not a number. Seven hundred and ninety nine is a number (although even then it should have a unit, of course). If you think it’s too long then call it eight hundred. If that sounds like too much, call it “less than eight hundredâ€, or actually lower the price instead of just reading it in a confusing way. Car adverts do this as well, but car prices are generally four digits or more, so it’s more understandable that they would.
Furniture adverts, as well, are one of the worst offenders for the multiple-discounts thing. For example, at the moment threre is an advert running for furniture promising 50% off everything, and a further 10% off everything! Apart from to con people into thinking it means 60% off when in fact it means 55% off, it’s a terrible way to speak.
If you dig two holes next to each other and then remove the separating wall, you haven’t got two holes, you have one big one. Similarly, it is impossible to have two or three discounts on the same thing, and crossing out numbers does not prove otherwise. You have one big discount and you’re just trying to confuse people.
I don’t really understand why some “genres” of advert are always the same; tourist board adverts for countries, for example, adverts for firms of ambulance-chasing solicitors, and adverts for cosmetics, or nappies. They’re all the same. Surely there’s a market sector out there who would respond to something else, and if you do it you’ll get 100% of that sector.
But nobody ever even tries it. It’s very disappointing.
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