In advertising, it seems to be acceptable to make an outrageous claim and then point out how unlikely it is in practice. I was listening to a radio ad the other day in which a voice actor describes owing the IRS several million dollars, a kidney, and a small child (paraphrased from an extraordinarily unreliable memory) until the magical tax settlement company steps in and settles for three expired Almond Joy bars (again, I may have the details a little off). Of course, another voice then points out that this is an extreme case and not typical of all clients. Really – ya think?
I came across this ad online today (on fandango.com) which illustrates the concept:
"Results not typical" certainly seems like a believable and necessary disclaimer, that is unless Dermitage comes packed with a bucket of grout, a putty knife, and a steam iron.
All of which leads me to wonder if "results not typical" is destined to make its way into the regular news cycle. Consider the following hypothetical headlines:
"Economy surges as unemployed man receives 237 job offers in one day. Results not typical."
"California county swimming in surplus water: No species or farmland endangered. Results not typical."
"Talentless young celebrity seen wearing underwear while exiting vehicle. Results not typical."
Add a "results not typical" headline of your own below….