Hyperbole is the words and phrases used in exaggeration, and not meant to be taken literally or seriously. Or are they? Visual hyperbole is especially rampant in TV commercials for new automobiles; these cars can appear to fly, rise from the waters, and travel at amazing speeds over nonexistent roads. Beer commercials seem to impart the message that by consuming the contents of those 12 ounce amber bottles, you will always be surrounded by smiling and laughing friends, who always have the good sense not to discuss religion or politics. Drinking beer means that you will always have a good time. Sumptuous food dishes prepared and served by the same smiling and laughing people, can make the viewer drool while he watches the commercial, but makes him wonder why the food doesn’t look that good when he arrives at the restaurant.
TV can make everything look better; it’s a magic captivator that controls and tries to mentally manipulate our purchasing impulses. They occur during those interruptions of the program we are watching. Some companies i.e. Coke, McDonald’s, et al., run these ads in the hope that you’ll remember their name, while you’re out and about and develop a thirst or a hunger. TV ads far out rank all other media in reaching the target audience for any company or corporation who has a product to sell.
A quick trip to the supermarket for a couple of items should only take a minute. You’ll be in and out in no time (dream on!) Laundry detergent; let’s try something new this time. You’re reading labels as your mother taught you to do, but wait; your choices have been expanded! Below the brand name of the product, there are words like Aloha Splash, Spring Magic, and Island Fresh. What do they mean? The next shelf brings even more confusion; Spring Burst, Dual Power, and Triple Action all sound very powerful indeed. How about these terms; ScentSations, Dirt Lift Action, Natural Elements, and finally, my personal favorite, In-Wash Pre-Treaters! What’s the shopper to do?! Because you spent too much time in this section already, you buy the container with the prettiest color.
Three aisles over in the health and beauty aids department, milady is stymied, flummoxed, and otherwise totally confused by the array of promises, to be fulfilled or not, that adorn the bottles of skin lotion. All of these bottles are from the SAME manufacturer! The purchase of skin cream is not only important, it is highly personal. Not unlike the laundry detergent, these cream containers imply that they contain the promise of; Overnight Repair, Advanced Therapy, and Revitalizing capabilities. The next three containers offer Soothing Aloe, Ultra Moisture, and Age defying ingredients. The hyperbole continues with phrases like Naturally Indulgent, Essentially Enriched and Intensive Repair. The final two jars offer Skin Firming and Advanced Recovery (whatever that means). I’ll repeat: ALL OF THESE BOTTLES ARE FROM THE SAME MANUFACTURER! The men in the gray flannel suits, who operate from Madison Avenue in New York, are hoping the customer will try just one of these (the one that promises to deal with her unique condition), knowing that if it perform as promised, she’ll come back again and again, to try the next jar of hyperbole. In the highly personal world of cosmetics, outlandish claims are made to seduce a customer who is in search of the beauty that she will never find.
The obvious conclusion that we reach, is that the snake oil salesman from 100 years ago, is alive and well and making the same promises. Snake oil Junior still promises to invigorate, revitalize, and renew the casual TV viewer. The informed, intelligent public can read between the snakeskin, sort out the truth of the product, and make a purchase aware of its limitations. When in doubt, ask your mother!
How about a quick game of three card Monte?