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Results not typical!

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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….


About the author

Tony Sheppard

Tony is a Professor at Sacramento State, Co-Director of the Sacramento Film & Music Festival and a long-time writer, primarily on topics related to film and the film industry. He is an active supporter of the local arts community, an amateur photographer, and has an interest in architecture and urban planning topics. He is currently designing a 595 sq.ft. house on a very small infill lot in Sacramento.

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