Retail

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AMEX Blue Cash Card: Up to 5% Cash Back*

Amex 5% Recently, Citibank announced that its dividend reward credit cards would stop paying 5% back on everyday purchases made at supermarkets, drugstores and gas stations as of mid-October, and instead only rebate 2%.

Rebate card junkies might then have gotten their hopes up after seeing this American Express Blue Cash Card application promising “up to 5% cash back.”

Not so fast.

*MOUSE PRINT:

amex 5% detail

Translation: You will only earn 5% back on purchases at supermarkets, drugstores, and gas stations (“everyday purchases”) after you have first put $6500 of purchases on the card each year, and the 5% rebate will only apply to subsequent “everyday” purchases.

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Kellogg’s Special K2O Water: Lose Up to 6 lbs* ?

special kwater small At the beginning of the new year, many people are diet-conscious. That makes it a good time to promote new weight loss products.

So, don’t be surprised if you are bombarded with ads for Kellogg’s new protein water called Special K2O Protein Water.

It seems to be a diet drink to help you lose some significant weight rather quickly. “Losing up to 6 lbs in 2 weeks* Just Got Easier” the ad proclaims. [SmartSource insert 1/7/07]

When one follows the asterisk after the weight loss claim, one discovers that losing that weight has little to do with consuming the advertised water:

*MOUSE PRINT:

special k2o disclaimer

So it is not that you drink this protein water to lose six pounds, but rather you must eat two bowls of cereal (presumably Special K) instead of two regular meals per day. The water helps account possibly for the extra pound of weight loss in their claim if used as a substitute for other higher calorie snacks, but it certainly is not the means to lose the six pounds promoted.

Using the Kellogg’s philosophy, a computer company could advertise a laptop and claim it will help you lose up to six pounds (if you eat cereal for two meals a day, and lug around the computer from place to place daily).

Special K2O water, incidentally, contains 50 calories; sugar, whey, and artificial sweetener per 16 oz. bottle. The whey contributes only five grams of protein, which is what you would get from drinking a mere five ounces of milk. And, the protein water is not cheap — it is $1.25 to $1.50 per bottle on sale.

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Corelle: They Only Make It Look Unbreakable*

Corelle smallCorning Glass Works introduced Corelle dinnerware over 35 years ago. It became popular because of its durability and colorful patterns.

Today, the often forgotten brand is being rejuvenated with a clever, new advertising campaign.

In their latest TV commercial, the company has created a fashion show with top models, each carrying a different Corelle patterned plate. And to show that the plates are “still as durable as ever, we greased the runway.” [Aired October 22, 2006]

As the first model walks down the slippery runway, predictably she falls, the plate goes flying in the air, and crashes down onto the hard runway surface — and is completely unharmed.

*MOUSE PRINT: That fine print disclaimer on screen reads: “Corelle Ultrelle glass dinnerware is durable but may break if dropped or struck. Warranty details available in store or [online].”

So, like those car commercials depicting wild offroad use, the message is don’t try this at home.And if you do, the warranty may not cover you, because it requires that you follow the use and care instructions:

DO NOT abuse by dropping or hitting against a hard object.

SHOULD ANY ITEM BE MISUSED IN ANY MANNER AS STATED ABOVE, DISCONTINUE USE AS DAMAGED ITEMS MAY BREAK WITHOUT WARNING.

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