Hyperbole

[japancool]

Does hyperbole works in advertising?

The kind that can't easily be verified - "the best", "the greatest", "the nation's favourite" etc?

 

[AllUpHere]

We'd refer to it as an 'advertising puff' in line with case law.

 

[simon field]

Instant turn-off and complete mistrust.

 

[Clinton]

It depends on your target audience.

With thick people it works brilliantly.

I am not a business broker but I regularly come across business owners who hired a business broker because of the hyperbole.

"We have the highest success rate of selling businesses"
"We can get a higher price for your business than anyone else can get"
"We have the largest number of buyers in our database"

All the kind of bullsh*t claims that scream bullsh*t - how can you know that nobody can get a higher price for the business than you can get?

But these claims seem to fool even people who've built successful businesses (and a lot of people who have crap businesses with a £0 market value).

It never ceases to amaze me how someone can build a successful, multi-million pound business and still fall for this, but they do.

As long as the world has enough morons you can make a lot of money from hyperbole and bullshit, like these clowns selling courses on how to buy dozens of businesses even if you have no money to invest! Some of them make a ton of cash from their BS!

 

[Paul FilmMaker]

Does hyperbole works in advertising?

The kind that can't easily be verified - "the best", "the greatest", "the nation's favourite" etc?

Yes. I can only speak from my area of experience which is video (I'm in video production and create vids to help customers sell more and see hyperbole work). I my opinion, there are three types:

1. On the gullible. I worked on one of the most successful advertising campaigns in British history. Frankly, I'm embarrassed although I was only brought in to video a tiny part at the last minute. The people running the campaign were openly saying they were targeting people who were gullible and less than intelligent. However, the people running the campaign were also extremely intelligent, absolutely merciless, had really defined their target markets, understood what it would take to get their message to their targets and knew it would work. It was brilliant and a real, learning curve for me.

2. Strong brand statements. These, for me, are also hyperbole. Nike, for example, trades off their incredible branding. However, they're just selling T-shirts and trainers. Will their trainers make me run faster? Well, no. But they can change twice as much due to outstanding, hyperbolic video branding:

3. Where hyperbole meets humour. I love these:

So yes, hyperbole works and it's mainly a question of defining target markets. Some people buy into it and I have personal experience working on campaigns where it's worked.

 

[Lucan Unlordly]

The people running the campaign were openly saying they were targeting people who were gullible and less than intelligent.

I can't even begin to think how they'd work out who's who? I've met far too many supposedly intelligent people who's grasp of simple logic is beyond them. Unfortunately I was working for them.

 

[Mr D]

I can't even begin to think how they'd work out who's who? I've met far too many supposedly intelligent people who's grasp of simple logic is beyond them. Unfortunately I was working for them.

Its worse when they believe they have the training and experience - and cannot see what a mess they are making by their faulty ideas and strange logic.
End up having to work around them rather than with them.

 

[Paul FilmMaker]

I can't even begin to think how they'd work out who's who? I've met far too many supposedly intelligent people who's grasp of simple logic is beyond them. Unfortunately I was working for them.

I consider myself to be one of them so that's the target audience...

 

[Newchodge]

I worked on one of the most successful advertising campaigns in British history.

Go on, tell us, tell us, pleeeeeease

 

[japancool]

Tetley's tea?

 

[AllUpHere]

Tetley's tea?

Haha, I suspected for a while that a couple of forum members may be chimps.
Although that wasPG tips wasn't it.

 

[Deleted member 59730]

Does hyperbole works in advertising?

I once witnessed two people, a copywriter and an account exec. arguing for several hours about using the word. "real"

Taste the cream

Taste the real cream

Taste the flavour of real cream

Taste the real cream flavour in ,,,,,,

 

[japancool]

Taste the cream

You don't want me to post the first line of business that came to mind when I read this.

 

[Financial-Modeller]

Does hyperbole works in advertising?

The kind that can't easily be verified - "the best", "the greatest", "the nation's favourite" etc?

The best question, ever. Awesome!

 

[Lucan Unlordly]

Did you know?

Heinekens 'Refreshes the parts that other beers don't reach' slogan, was pitched to and turned down by several other brands before it's obvious success.

 

[MBE2017]

Reminds myself of Babycham. Started in the 60’s, but not a huge success. Aimed at women they used advertising, a bouncing little fawn etc, but what made the BIG difference was one word.

Treat.

Treat her to a babycham entered the English language, any guy not offering his date a babycham as a drink on a night out was seen as tight, the products price was also increased to suggest it being a special drink. I think it has run its course now, most see it as a naff brand IMO, but it will bump along for a few years yet.

 

[Lucan Unlordly]

Babycham is basically a fruit (pear) cider, the forerunner to Kopperberg and Rekorderlig the more acceptable thirst quencher for men. Targeting the women's market has probably worked against Babycham, but I did have a mate who used to drink it when he was tanked up on Guinness!

 

[japancool]

Reminds me of the "It's not for girls" slogan that Yorkie Bars had. I wonder how well that worked.

 

[alan1302]

Reminds me of the "It's not for girls" slogan that Yorkie Bars had. I wonder how well that worked.

They used it for a while so probably worked quite well for them

 

[Fagin2021]

I always thought Ferrero Rocher missed a trick with their 'The Ambassador's Reception' TV ads. If they'd called it 'The Ambassador's Balls' they'd have got free advertising for years.