Do Words Matter? Not at KFC, Apparently

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in Business Management

The voice-over in a recent KFC commercial for their thighs and drumstick bucket says the chicken now contains “less” transfat.

Less than what? Less doesn’t mean anything unless you say what it has less fat than.

While we hear the voice-over, the words “0% transfat” appear on the screen.

Hey, that’s not less transfat. That’s NO transfat. Shouldn’t the script say “no transfat”?

This may seem a small nitpik, but words matter, especially when you consider the price KFC paid to create and run that spot.

Isn’t “zero transfat” the big health selling point here? “Less” communicates that it still has some transfat, just not as much as before.

But since we don’t know how much transfat KFC’s chicken had before (they don’t tell us), or how much they reduced transfat, the phrase “less transfat” is virtually meaningless.

Right?

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