Staying with the advertising theme.
I see this add every morning whilst eating my delicious bowl of KELLOGS ALL-BRAN (Yes a shameless punt).
The add tells how the use of NIVEAfor MEN DNAgeMOISTURISERwill help reduce aging and make you wadawadadawadadda….you get the picture I am sure. Then this little graph appears on the side with the arrow climbing up and up, demonstrating the creams ANTI-WRINKLE EFFICACY. Yes people EFFICACY, WTF?
Is that an actual word? Surely it’s a spelling mistake? Do they not mean EFFICIENCY? No, actually not. They, in my oppinion, would like you to think that word is efficiency, but they actually do mean EFFICACY. It is an actual word.
www.dictionary.com explains the word as follows.
ef fi ca cy
–noun, plural -cies. capacity for producing a desired result or effect; effectiveness: a remedy of great efficacy.
www.wikipedia.com however has a much more comprehensive write up on this word. It brakes it down into different sectors, I think this one suits the sittuation the best
It also goes on to explain the “concept” of EFFICACY as one of “If you forget to use it it stops working” So there could be NO long term benefits from this product because once you stop using it, it stops doing what it did…….
So is it misleading advertising or is it just what it is? It has capacity to create the desired effect, as long as you are using it………