This ad comes from The National Inquirer. It features a good image: a washing machine in the trash. It makes you ask why there’s a washing machine in the trash.
The headline: It’s not your washer.
The message: There’s nothing wrong with your washer. You’re not getting stains out of your clothes because you’re not using Shout Advanced.
The headline could have been bigger and placed more prominantly. Not everyone is going to read small copy. The average reader is going to think: washing machine in trash, bottle of Shout, turn page.
They make a claim that the product has “70% more stain fighters.” They seem to be saying that Shout Advanced has 70% more stain fighters than other brands.
But there’s an asterisk. If you strain your eyes, you may be able to read that this is “vs. Shout Liquid,” their own product. Is this an admission that Shout Liquid really doesn’t work as well as it could? If not, why the need for an “advanced” formula.
Maybe the ad copy should have just read:
It’s not your washer. Nothing removes frustrating set-in stains better.
But it leaves me wondering. I understand that they mean: It’s not your washer. It occurred to me that it could also be read: It’s not your washer. The first statement means that there’s nothing wrong with your washer. The second means that the particular washer showns in the ad isn’t yours.