Optional Equipment Shown

I’ve been watching a lot more television than I used to lately and the down side of this is commercials. Theodore Sturgeon was probably a little optimistic about the percentages as they pertain to TV ads, it is more like 99% are crud.

The ads always show stuff in a positive light, except for prescription medicine which have to go on and on about the possible side effects. Car commercials have some rules too, but do their best to find their way around them. If you advertise the starting price of the car, you have to show the price of what it would cost to buy the car featured in the commercial. They show this much higher price in the fine print at the bottom of the screen and it only appears for milliseconds. This price is always considerably more than the base price of the car by thousands of dollars. The current big price jump champion is the new Nissan Murano with a base price of $26,330 with a price as shown of $38,930, nearly 50% more expensive.

A way to avoid showing this greatly inflated cost is to not mention the base price of the car at all. But to be fair if you are not featuring the base model of the car in the ad, you have to place this helpful little phrase in the fine print for a few milliseconds — Optional equipment shown.