Vague Terminology In Ads

“To explain why some advertising campaigns were successful and others were not, legendary ad man, Rosser Reeves theorized that the difference was successful ads had a Unique Selling Proposition.  The theory was composed of three elements.  First, the advertisement must be honest, without empty words, and the ad must clearly state what single benefit the customer will enjoy for the product or service.  Secondly, the proposition must be unique; no other brands can already be making the same claim.  Lastly, the proposition must be powerful enough to motivate the masses.”

Vague terms: “fresh”, “quality”, “healthy”
Not vague: “80 percent of Toyotas purchased 20 years ago are still on the road today”, “our coffee is brewed every 20 minutes, 24 hours a day” “a 15-ounce “Red Machine” contains 13 raspberries, 11 strawberries, seven  grapes, three cranberries, one and a half apples, a quarter of a  pomegranate, a third of an orange, and half a banana”

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