I hate the ubiquitous exclamation mark that follows the
bottom line of all shoddy adverts:
Buy It Now!
Order Now!
Download Now!
Join Now!
The only thing I hate more is that ‘accept’ button which
says I’m In (with or without the exclamation mark!) The exclamation mark
carries a note of cheap chivvying about it, but the I’m In button effectively
says ‘We want you to think that we’re offering you something really special
which you’d be foolish not to accept because then you wouldn’t be part of a privileged
circle. You’d be left out in the cold, left behind, left rueing your timidity and
your consequent isolation from the world of the with-it people. What’s more, we
think you’re dumb enough to be fooled by our clever little ploy.’
Is it human nature marketing people don’t understand, or
just mine?
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