31.12.11

99% Disambiguation


Disambiguous.  That's the plural of sale.  Also defined as clarification that follows from the removal of ambiguity.

With some of the grand and overt promotion that goes with Sales, there might well be some contradiction here in these two definitions. Some of the proportionality implied in those marketing materials might raise an eyebrow at the very least.

Here's some sale posters for a leading high street clothing retailer of over 100 years...


Notice the "selected lines" tucked in at the bottom under the "50% off sale".  Not much emphasis there.

Might we reasonably expect the space given over the the "50% discount, compared to the space given to "selected lines" to be in some way proportionate.  So the spatial emphasis gives us a fair sense of the lines in the "50% off sale".

Let's measure.


So in comparative terms, the "50% off sale" gets 100.8 sq units compared to 1,08 sq units for "Selected lines".

That works out at 99% of the spatial emphasis on the "50% off sales". Assuming some reasonable sense of proportionality, that might well lead us to assume that the discount might well apply to 99% of lines.  That's nearly everything (assuming of course that all "lines" have a similar number of items).  Perhaps we might be surprised if all bar 1% of the lines had 50% off.  Perhaps we're used to this so much, that we just know that's not going to be the case..... 

So perhaps Disambiguation might well be the right term, which intuitively seems to be more about disingenuous ambiguity.....

With the shift to more overt ethically produced clothing, then how about a shift to more proportionate marketing of those clothes....