Obviously this is a marketing phrase. Now I understand that using different language can influence both the listener and the speaker. We pick up on underlying themes suggested by the words used and draw our own conclusions.
Using nouns rather than a verb to describe likes & specialisms gives a more positive message. Studies have shown that the first in the following pairs of statements are more likely to impress the listener & make the speaker feel more confident about themselves:
• I am a historian.
• I like history.
• I am an artist.
• I’m interested in art.
We are all familiar with the positive language of estate agents, compact meaning small etc. Those of us who have studied anything about sales literature will know that there are certain expressions to avoid.
• Use may, not might.
• Use should, not if
• Use as much as, not up to.
For example the second of the statements below sounds more positive:
• Save up to 50%.
• Save as much as 50%.
Studies have shown we feel we are getting better value when we save up to…
So why is pre-owned a good alternative to second hand? Are we supposed to be pleased that someone else has prepared the way for us by using this book, car, or dining room table?
Ah yes, I have it. It is shorter.
Just don’t get me started on pre-loved.
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