Most of us are probably familiar with George Carlin’s now
outdated seven words you can’t say on television, but now BusinessWeek has
published something more apropos to AdFreak readers: "five words to never use in an ad." (It’s written by Steve McKee, president of an agency called McKee Wallwork Cleveland.) No, the words on McKee’s list are not as titillating (pun!) as Carlin’s were, but here
they are: quality, value, service, caring and integrity—picked, it seems,
because they have been overused to the point of being meaningless. OK, now for
the pop quiz—can you name a tagline that includes one of those words? We’ll even
get you started—“Quality is Job 1” for Ford.
—Posted by Catharine P. Taylor