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Scientific Claim

 

Disciplines > Advertising > Claims > Scientific Claim

Description | Example | Discussion | See also

 

Description

Make a claim that your product has some scientific or technological element to it, including:

  • Scientific research that has led to the product.
  • That some aspect of it has been patented.
  • That it is endorsed or proven in some way by scientists.

Use people in white coats in adverts. Show laboratory scenes, test tubes, etc.

Example

Our unique, patented new system is like no other.

Scientists agree that Zonko has more power.

Only Mygo has added RMA.

Based on the latest research from our laboratories.

Discussion

In a technological age, people have a natural trust of the science that has brought them many modern wonders. (They also trust that science will somehow solve all of the problems that the world now faces).

Almost by definition, something 'scientific' is assumed also be the latest science or technology and hence gains the attractive aura of something new.

Scientists have an image of being either high-integrity seekers after truth or nerds who do not know how to lie. Either way, statements by scientists are more likely to be trusted than statements by advertisers.

For most people, science is little removed from magic and anything scientific must be true, almost by definition. Scientists are also assumed to be experts in their field and automatically know more than you or I.

See also

Authority principle

 

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