Every week I’ll be introducing a different weasel word: one which in advertising copy has a slightly different interpretation, and I’ll be giving you its true definition.
This week’s word: Promise
This is what you say when you want to imply ‘guarantee’, but the legal department is all over you like a swarm of blackfly if you so dare. For example: Price promise. “Our prices are the cheapest on the high street. That’s our promise to you.” Continue reading