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The tips cover the following categories: Message, Media, Mechanics and Logistics, and are coded as follows:
S - for Scripting (the message)
V - for Visual design (the media)
D - for Delivery skills (the mechanics)
L - for Logistics (the technology/environment)
Below is a Recent Tip-of-the-Week: (See some other previous tips)
It's Better not to be the Best - (V)
In advertising "better" actually means "best" and "best only means better. A
product that claims to be "the best" is claiming to be better than other
products in the class. That may be subject to opinion. One that claims to be
"better" than the rest is stating that some measurement proves it to be the best
among all products measured.
You can qualify information by using comparatives rather than superlatives.
Words like "faster, higher, quicker" are comparative and indicate actual
measurement. Use these words on visuals. Words like "fastest, highest, quickest"
are superlative and tend to reflect opinion. Keep these words off visuals.
Comparisons are welcome in print, superlatives are offered in speech. Your
objective measurements should appear on screen and your subjective opinions
should be expressed in words.
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