# What's the term for this ubiquitous advertising phenomenon? **URL:** \ **Category:** Factual Questions\ **Created:** [August 21, 2010, 4:04am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950 "2010-08-21T04:04:38Z")\ **Posts on this page:** 20\ **Page:** 1
**Author:** ![Ogre](https://avatars.discourse-cdn.com/v4/letter/o/ecb155/32.png) [@Ogre](https://boards.straightdope.com/u/Ogre)\ **Post date:** [August 21, 2010, 4:04am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/1 "2010-08-21T04:04:38Z")
You know what I mean. A variation of this appears in every advertisement for skin cream, lotion, medicated shampoo, parmaceuticals, over-the-counter drugs, makeup and sometimes cleaning products. The voice-over explains that the product is _scientifically proven_ to strengthen your hair/cure your warts/whatever. This is accompanied by an appropriately sciency-looking, yet completely spurious and moronic, animation showing the product in action, in micro-scale. Commercials in general annoy the crap out of me, but very little about them annoys me more than these things. I was going to post examples, but I’m damned if I’m going to looking for them. ---
**Author:** ![Max\_the\_Immortal](https://avatars.discourse-cdn.com/v4/letter/m/6de8d8/32.png) [@Max\_the\_Immortal](https://boards.straightdope.com/u/Max_the_Immortal)\ **Post date:** [August 21, 2010, 4:10am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/2 "2010-08-21T04:10:25Z")
TV Tropes calls it [Here Comes the Science](http://tvtropes.org/pmwiki/pmwiki.php/Main/HereComesTheScience). ---
**Author:** ![Ogre](https://avatars.discourse-cdn.com/v4/letter/o/ecb155/32.png) [@Ogre](https://boards.straightdope.com/u/Ogre)\ **Post date:** [August 21, 2010, 4:14am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/3 "2010-08-21T04:14:48Z")
Heh. Thanks! That’s the phenomenon I mean. I wonder if there’s an inside term that ad-men use. Surely it’s so widely used by now that they don’t just say, “And throw one of those sciency-looking bits in there too!” every time they make a commercial. ---
**Author:** ![KinkiNipponTourist](https://avatars.discourse-cdn.com/v4/letter/k/e9bcb4/32.png) [@KinkiNipponTourist](https://boards.straightdope.com/u/KinkiNipponTourist)\ **Post date:** [August 21, 2010, 4:22am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/4 "2010-08-21T04:22:32Z")
I found this, too. > **[Pseudoscience](https://en.wikipedia.org/wiki/Pseudoscience)** > > Reportedly haunted locations: > Pseudoscience consists of statements, beliefs, or practices that claim to be both scientific and factual but are incompatible with the scientific method.\[Note 1\] Pseudoscience is often characterized by contradictory, exaggerated or unfalsifiable claims; reliance on confirmation bias rather than rigorous attempts at refutation; lack of openness to evaluation by other experts; absence of systematic practices when developing hypotheses; and continued adherence lon... ---
**Author:** ![TriPolar](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/tripolar/32/3008_2.png) [@TriPolar](https://boards.straightdope.com/u/TriPolar)\ **Post date:** [August 21, 2010, 5:24am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/5 "2010-08-21T05:24:30Z")
I loved all the old antacid commercials when I was a kid. The outline profile of a man. The big tablet falling down his throat into the turbulence within his stomach. Like magic the burning liquid turns calm. And a guy in a lab coat explains it all. I think Harlan Ellison ranted in ‘The Other Glass Teat’ about a gasoline commercial that made a phony claim about being scientifically designed to reduce pollution. ---
**Author:** ![GuanoLad](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/guanolad/32/42_2.png) [@GuanoLad](https://boards.straightdope.com/u/GuanoLad)\ **Post date:** [August 21, 2010, 6:43am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/6 "2010-08-21T06:43:32Z")
> [@Ogre](#): > > The voice-over explains that the product is _scientifically proven_ to strengthen your hair/cure your warts/whatever. The words I’ve heard used most often are _clinically proven_, which means even less, and doesn’t seem to require proof. I call it “bollocks” but that’s probably not the official specific term you’re after. ---
**Author:** ![GHO57](https://avatars.discourse-cdn.com/v4/letter/g/df788c/32.png) [@GHO57](https://boards.straightdope.com/u/GHO57)\ **Post date:** [August 21, 2010, 7:01am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/7 "2010-08-21T07:01:36Z")
How about just calling it appeal to authority? ---
**Author:** ![ivn1188](https://avatars.discourse-cdn.com/v4/letter/i/e480ec/32.png) [@ivn1188](https://boards.straightdope.com/u/ivn1188)\ **Post date:** [August 21, 2010, 7:21am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/8 "2010-08-21T07:21:05Z")
> [@GHO57](#): > > How about just calling it appeal to authority? Yes, the psychological term used is appeal to authority. Even if it’s not a real authority, the meme of scientist conveys a position of authority, which people are wired to accept as being much much more convincing than other sources. Suits, uniforms, credentials, etc. all use the convincing power of authority to enhance compliance. It’s a specific type of compliance strategy, and pseudoscience, or even TvTropes aren’t as explanatory (nor experimentally proven) as the concept of appeal to authority. ---
**Author:** ![qpw3141](https://avatars.discourse-cdn.com/v4/letter/q/6bbea6/32.png) [@qpw3141](https://boards.straightdope.com/u/qpw3141)\ **Post date:** [August 21, 2010, 7:25am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/9 "2010-08-21T07:25:12Z")
> [@GuanoLad](#): > > > [@Ogre](#): > > > > The voice-over explains that the product is _scientifically proven_ to strengthen your hair/cure your warts/whatever. > > The words I’ve heard used most often are _clinically proven_, which means even less, and doesn’t seem to require proof. > > I call it “bollocks” but that’s probably not the official specific term you’re after. I remember when Advil came out in the UK with a massive advertising campaign their shtick was: ‘No other over the counter product is clinically proven to be more effective’. Without even looking at the ingredients it’s clear that that means they can only show it’s no worse than anything else. When I eventually happened to see a packet I was surprised to discover that it was nothing more than Ibuprofen - a drug that was available generically for about a quarter of the price. ---
**Author:** ![CC](https://avatars.discourse-cdn.com/v4/letter/c/f1d935/32.png) [@CC](https://boards.straightdope.com/u/CC)\ **Post date:** [August 21, 2010, 2:54pm UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/10 "2010-08-21T14:54:23Z")
The appeal to authority of science is evident recently in an ad for a prescription medicine, Obnoxia, or something like that. There are probably 8-10 different characters wandering around in various scenes, _all_ wearing white lab coats. My fantasy is that one of these ads ends with the serious voice-over guy intoning: If you are stupid enough to think any of these actors are actually scientists, ask your doctor. ---
**Author:** ![RealityChuck](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/realitychuck/32/195_2.png) [@RealityChuck](https://boards.straightdope.com/u/RealityChuck)\ **Post date:** [August 21, 2010, 8:07pm UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/11 "2010-08-21T20:07:11Z")
> [@qpw3141](#): > > > [@GuanoLad](#): > > > > The words I’ve heard used most often are _clinically proven_, which means even less, and doesn’t seem to require proof. > > > > I call it “bollocks” but that’s probably not the official specific term you’re after. > > I remember when Advil came out in the UK with a massive advertising campaign their shtick was: ‘No other over the counter product is clinically proven to be more effective’. In the US, saying “nothing is better” in an ad is considered by the FTC to mean, “We’re as good as anything else” and doesn’t require anything to back it up. If you say, “We’re the best,” you need to provide documentation. There’s also the “virtually” dodge. “Virtually” does not mean it actually does what it claims – “Our new lawn mower is virtually silent” means it makes noise. ---
**Author:** ![AskNott](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/asknott/32/5790_2.png) [@AskNott](https://boards.straightdope.com/u/AskNott)\ **Post date:** [August 22, 2010, 6:55pm UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/12 "2010-08-22T18:55:04Z")
When some ad says “nothing is better for pain,” it always seems to me like, “You should take nothing. It’s better than this product.” 😉 ---
**Author:** ![Uncertain](https://avatars.discourse-cdn.com/v4/letter/u/6a8cbe/32.png) [@Uncertain](https://boards.straightdope.com/u/Uncertain)\ **Post date:** [August 22, 2010, 9:00pm UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/13 "2010-08-22T21:00:18Z")
> [@RealityChuck](#): > > In the US, saying “nothing is better” in an ad is considered by the FTC to mean, “We’re as good as anything else” and doesn’t require anything to back it up. Really? If there’s a study comparing it to something else, and showing that the other thing is better, it’s still ok to say that “nothing is better”? ---
**Author:** ![Kent\_Clark](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/kent_clark/32/105_2.png) [@Kent\_Clark](https://boards.straightdope.com/u/Kent_Clark)\ **Post date:** [August 23, 2010, 4:57pm UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/14 "2010-08-23T16:57:32Z")
I don’t know about the amazing animation in slow motion, but I’ve heard the term “white coating” used when the advertiser sticks an authoritative-looking person in a lab coat to explain how the product works. ---
**Author:** ![qpw3141](https://avatars.discourse-cdn.com/v4/letter/q/6bbea6/32.png) [@qpw3141](https://boards.straightdope.com/u/qpw3141)\ **Post date:** [August 23, 2010, 5:05pm UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/15 "2010-08-23T17:05:13Z")
> [@kunilou](#): > > I don’t know about the amazing animation in slow motion, but I’ve heard the term “white coating” used when the advertiser sticks an authoritative-looking person in a lab coat to explain how the product works. Something that was banned in the UK some decades ago. Although I believe you can still do it provided the person in the white coat makes it clear he’s **not** a doctor/dentist/whatever. ---
**Author:** ![Ogre](https://avatars.discourse-cdn.com/v4/letter/o/ecb155/32.png) [@Ogre](https://boards.straightdope.com/u/Ogre)\ **Post date:** [August 23, 2010, 6:45pm UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/16 "2010-08-23T18:45:03Z")
> [@kunilou](#): > > I don’t know about the amazing animation in slow motion, but I’ve heard the term “white coating” used when the advertiser sticks an authoritative-looking person in a lab coat to explain how the product works. I could actually see the term being used to describe both things. Thanks! ---
**Author:** ![FuzzyOgre](https://avatars.discourse-cdn.com/v4/letter/f/a587f6/32.png) [@FuzzyOgre](https://boards.straightdope.com/u/FuzzyOgre)\ **Post date:** [August 24, 2010, 10:13am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/17 "2010-08-24T10:13:53Z")
You see the same thing in newspaper advertisements for help wanted. “competitive wages” means “we dont pay any better than the competition”. ---
**Author:** ![Uncertain](https://avatars.discourse-cdn.com/v4/letter/u/6a8cbe/32.png) [@Uncertain](https://boards.straightdope.com/u/Uncertain)\ **Post date:** [August 25, 2010, 4:58am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/18 "2010-08-25T04:58:18Z")
Reminds me of [this](http://www.theonion.com/articles/revolutionary-new-insoles-combine-five-forms-of-ps,759/). ---
**Author:** ![Kobal2](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/kobal2/32/20_2.png) [@Kobal2](https://boards.straightdope.com/u/Kobal2)\ **Post date:** [August 25, 2010, 5:29am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/19 "2010-08-25T05:29:40Z")
> [@RealityChuck](#): > > In the US, saying “nothing is better” in an ad is considered by the FTC to mean, “We’re as good as anything else” and doesn’t require anything to back it up. If you say, “We’re the best,” you need to provide documentation. > > There’s also the “virtually” dodge. “Virtually” does not mean it actually does what it claims – “Our new lawn mower is virtually silent” means it makes noise. There’s also the motherlode : “up to”. “Up to 70% more X” means it could just as well be .1%. It’s essentially meaningless. Also, “new formula/recipe” means “something has changed in the product”, but doesn’t mean it’s something _significant_. Nor does it mean the product has changed for the better - putting sawdust in the cereal box would make it a “new recipe”. [QUOTE=AskNott] When some ad says “nothing is better for pain,” it always seems to me like, “You should take nothing. It’s better than this product.” 😉 [/QUOTE] An audience member at a Jimmy Carr show once said that an Indian restaurant in his neighbourhood advertised thus : “Try our curry, you’ll never get better.” 🙂 ---
**Author:** ![RadicalPi](https://sea3.discourse-cdn.com/straightdope/user_avatar/boards.straightdope.com/radicalpi/32/9806_2.png) [@RadicalPi](https://boards.straightdope.com/u/RadicalPi)\ **Post date:** [August 25, 2010, 6:32am UTC](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950/20 "2010-08-25T06:32:41Z")
> [@Max\_the\_Immortal](#): > > TV Tropes calls it [Here Comes the Science](http://tvtropes.org/pmwiki/pmwiki.php/Main/HereComesTheScience). I looked this up an hour ago, and I still haven’t left the site. How did this happen? [Next page](https://boards.straightdope.com/t/whats-the-term-for-this-ubiquitous-advertising-phenomenon/550950.md?page=2)