Learning to read,,,,,,,( marketing lingo)

We all can read,,,,,that is how you can share my thoughts now !
We all assume we are competent in this skill!

So I challenge you to "translate" some of the marketing texts I will post soon on this site! They will be from ski sites, ski journals, ski technical workshop manuals for stores ! I will assume that you all have at least a post primary education!

First you must understand the difference between information texts ( very rare these days) and selling , marketing, propaganda texts!

Who will be the first to post a purely "informative" ski text ? That is,,,a text that has a goal to "inform" ( we assume objectively ) about a ski!

The fun begins,,,while we wait for snow!!!!!

See if you can "identify' this ski type or ski name or performance grouping !

This "extract" is from a ad in a major ski magazine, I have just taken out ( zzzz) words which identifies company or brand name.

"This multi-award winning zzzz has changed the skiing game. Hard charging experts and struggling intermediates agree that this zzzz is revolutionary in its ability to make skiing easier, more fun and less fatiguing.
The zzzz delivers both maneuverability and forfiveness than any other ski on the market. A damp big mountain, badass ( sorry Dave,,,,not my language ) zzzzz ski !

Of course along with this text comes a large picture of a skier going over a 10 meter cliff !

Here is another ski marketing text,,but -20 years ago.
"NO SKI HAS EVER GENERATED THIS MUCH RESPONSE ( heading )

This new revolutionary ZZZZ ski is simply the most responsive ski . Ever. The secret is the continuous interlocking fiberglass and kevlar fiber used. all braided tightly around a laminated core.
What does this do when you are on the slopes?
You'll turn quicker and be more precise.You will use less energy. Have more control.
Now you will be able to ski more aggressively all day long and not be tired.

There's never been anything like the zzzz. Considering the response, there may never be an advancement like this again in skiing !"

Note this was written in the 1980s.

See the similarity in text !

Want to pick a ski for you,,,,then avoid the marketing hype!

But wait,,the fun is just beginning,,,,soon we will look at "independent ski reviews" text and You Tube!

Hmmmm...Salomon F9s?
Anybody else remember them?

Sorry, I don't get what you are getting at here? I work in marketing for one of the UK largest brands. Maybe I am missing something?

Sorry, I don't get what you are getting at here? I work in marketing for one of the UK largest brands

It is attempting to make it clear for all and bring it to life. For me, I wound say it, but I prefer the first one....

From the words big mountain and Badass, I'd say K2.... but then I don't read generally read the ski blurb, so I'm not tuned to the different makes' marketing speak.

@ Iceman, what awards? who are the expert who agree, how many of them? Does it deliver more than any other ski on the market as it claims (can you actually say that, shouldn't there be a Carlsberg caviat in there)?

The text is trying to hype/market the product and make it stand out from the crowd, not actually 'inform'.

The text tells you nothing other than it is a ski aimed at upper intermediate / advanced skiers - as a 'BIG' mountain ski it is probably mainly an 'on-piste' ski. Possibly a 60/40. Am I in the ballpark?

So the new text should read: A good new advanced all mountain ski. We gave some freebies to some skiers and they said they liked it.

What it doesn't tell you is that it is like a dozen other skis out there that it is competing with.

@ Pavelski, a noble effort, but you won't find the 'they're boxy but they're good' approach anywhere in marketing. I Know, that's what I do too.

Do please feel free to keep us entertained with some more jargon bingo.

Awards? What you on about?