The pitfalls of language
And you’d thought that the slogan "it brings out the action in you" was innocent enough? That it did not refer to what others call "horizontal jogging"? Oh ye innocents. You have just fallen into the pitfalls of language. For as long as marketers can think - and that’s quite some time - they have used promotional language that is deliberately loaded and thrives on the three "i"s of Innuendo, Insinuation and Implication. Only the most naive back home in the UK were convinced that the slogan "Guinness is good for you" just meant - well what it said. In the rest of the world consumers knew: wink, wink, nudge, nudge, say no more. For some reason or other Guinness’ marketers have always excelled at this sort of promotional language. Do consumers get the message? Definitely. ....
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