Norton Internet Security Works With Tax Software

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Symantec created this terrible ad to let people know they’re giving out rebates when people buy their Norton Internet Security 2009 program along with tax software.

Let’s look at the ad design first. There’s a guy looking at a computer. It kind of looks like he’s got a black blanket pulled up to his waste and his right hand is disappearing into the blanket. I don’t know, maybe he’s surfing porn online.

Over his head, there’s a big black blobby thing. It’s moving fast, because it has motion lines. So it’s a swiftly moving big black blobby thing.

Let’s look at the headline:

IF YOU FILE YOUR TAXES ONLINE,
YOU NEED THE SPEED
OF NORTON 2009. 

This is truly puzzling. What’s special about doing your taxes online that calls for the speed of Norton 2009? They might have just as easily said:

IF YOU LOOK FOR CHINESE FOOD RECIPES ONLINE,
YOU NEED THE SPEED
OF NORTON 2009.

After all, it makes just as much sense. The copy tells us: “Plus, you can use Silent Mode to avoid interruptions while you’re playing games, watching movies, or doing your taxes.”

It’s important to have an antivirus program that doesn’t slow your computer to a crawl, no matter what software you’re working with. Here, they’ve strained to create a relationship where there is none—in this case, there’s no relationship between tax software and fast Internet security software.


By Marc Librescu

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