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What Does It Really Mean, Best in Initial Quality

Words are incredible. Skillfully and thoughtfully used, they can be a real asset. I think of the scripture, "Like apples of gold in silver carvings Is a word spoken at the right time." - Proverbs 25:11.

Words can be used in exactly the opposite way, as well, as we are all too familiar.

But there is another way they can be used. To mislead. Sometimes, carefully enough chosen, we may not be sure if we've been misled or not! In the automotive world, there are ads that brag about certain cars or trucks. The ads say these vehicles are rated by J.D. Power as "Best in Initial Quality". Sounds good, but what are those words actually saying?

Does it mean that organization feels such a purchase is the best possible purchase a person can buy because the vehicle is unquestionably the best available?

Look closely at those words, Best in INITIAL Quality. Huh? But another vehicle is of better quality later? If a vehicle is best initially, it should maintain that lead for the life of the vehicle, no? That is, it should have the edge on other vehicles. Quality is quality.

Initial quality? Sounds illegitimate to me. How about to you?


Image Credit » Pixabay https://pixabay.com/en/thunderbird-ford-oldtimer-auto-1911237/

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Comments

Kasman wrote on September 13, 2018, 8:42 PM

Sounds like a 'spin doctor' has been at it again. Either that or an advertising man has had a hand in it!

MegL wrote on September 14, 2018, 3:34 AM

Sounds like one of those garbage creators has been at it! Many years ago, there used to be sheets of paper circulating. This is before the Internet. They had been copied and copied over again. They were called something like The Honeywell Sentence Creator. The sheet had three columns of phrases on it, all pompous sounding or marketing guff. You could combine any phrase from each column to make a fantastic sounding sentence that on analysis meant nothing at all. Must see if I can find one.

MegL wrote on September 14, 2018, 7:20 AM

Here are some online generators. I had a paper one, where you chose a phrase from each of 3 columns http://projects.wsj.com/buzzwords2014/#p=13%7C10,37%7C%7C34%7C%7C2%7C0
and here is another http://www.plainenglish.co.uk/gobbledygook-generator.html This second one seems to generate the kinds of sentences that appeared in the old paper version. Have fun.

VinceSummers wrote on September 14, 2018, 9:16 AM

A fellow worker named Kirk showed me this years ago. We played around with it. It was fun. But the J.D. Power thingy is a valid television advertisement.

MegL wrote on September 14, 2018, 11:06 AM

Unbelievable! It's incredible that something like that got through!

VinceSummers wrote on September 14, 2018, 11:46 AM

The ads featuring this are mostly Ford ads. My favorite is their ad that says Ford must be better because they have more repeat sales. Is that because of satisfactory performance, or is it because Fords don't last as long and they HAVE to buy again if they are to remain LOYAL?

AliCanary wrote on September 16, 2018, 3:25 PM

Oh, I thought you going to actually answer the question. :/

VinceSummers wrote on September 16, 2018, 5:39 PM

That's exactly what I wish I could do. To the TV audience, 1st in Initial Quality should need no explanation, rather than have no explanation. LOL.

lookatdesktop wrote on September 16, 2018, 7:30 PM

Good point. And how about a political candidate, who says, after their commercial announcement, "I approve this message." - yea right, the person who wrote the message approves of it, only, no one else approves of it. Probably. Sounds pretty fake or rather, illegitimate to me.

Last Edited: September 16, 2018, 7:32 PM

VinceSummers wrote on September 30, 2018, 8:08 AM

This rating was given by J.D. Power... Hm. Let's see. Who was J.D. Power? Wikipedia says: "J.D. Power was founded in 1968 by James David Power III. Power had previously worked in advertising and doing customer research for the Ford Motor Company, where he felt customer satisfaction data was too often overlooked." Hm. Ford often receives their award for Initial Quality. Speaks volumes, doesn't it? At least to me it does.