power of print

“Power of Print” Campaign Seems to Question its Own Message

“Power of Print” Campaign Seems to Question its Own Message

Magazines, you're making a scene… “This business is perfectly legitimate.” “All my transactions are totally on-the-level, completely above-board.” “Trust me, baby. Would I lie to you?” “I am 100% confident that this is the edgiest new product on the market.” “I know your part seems small, but it's really important.” What do all these lines have in common? The fact that they are never true, and that just speaking the words actually serves to render them less true. For example, if a business is “legitimate” you don't need to call it “legitimate.” If a person is actually trustworthy, they don't need to say “trust me.” We've all dealt with people who love to throw around this type of language, but it never gets more believable. Unfortunately, these are the one-liners brought to mind by the new “Magazines, The Power of Print” campaign announced last week by a group of five major magazine publishers. The focus of the campaign is to […]

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