And then there’s “mostly complete”

“There is complete, then there is most complete!” announces a current ad for Centrum, as if this is supposed to impress us, letting us know that Centrum is the most complete.

Problem is, “most complete” is the lesser situation. “Complete” means that it has 100%, it has it all, there cannot be more complete than that. “Most complete” means that it could well be less than 100% – in fact, probably is, if you’re mentioning it, because if it was complete it would be inherently the most complete. You could be 4% complete and claim to be the “most complete”, if your competition is only 3% complete. So yes, being most complete is good in a competitive market, but trying to make it sound like the comparative is better than the superlative merely paints you as missing the mark.

Advertisements
Published in: on May 4, 2010 at 3:53 am  Leave a Comment  

The URI to TrackBack this entry is: https://natstv.wordpress.com/2010/05/04/and-then-theres-mostly-complete/trackback/

RSS feed for comments on this post.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: