June 11th, 2012 by Bob Bly
A commercial for the Toyota Corolla proclaims the car has “legendary miles per gallon.”
What does THAT mean?
The viewer takes it to mean that Toyota is not revealing its mpg because it isn’t that good.
The Corolla’s mpg does not have to be the best — mpg isn’t the only factor deciding whether consumers buy a car.
But it should be good … at least 30 mpg or more.
If so, say what the mpg is.
If not, then don’t mention miles per gallon at all; focus on other features.
But “legendary” is Madison Avenue “adspeak” the consumer rightly interprets as B.S.
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