Poster for Dr Neil Young's talk on exploring the of science behind brands
We’ve always known that spivvy salesmen use bogus claims to sell products. Still, it was an illuminating experience to listen to Dr Neil Young here at The Partners last week. Dr Young is an active member of Sense About Science, an independent charitable trust set up specifically to counter the use of bogus science in product promotion and in dodgy public health scares (three cheers to that).
Last Thursday evening he entertainingly demonstrated to us how use of scientific language persuades us to spend money on often complete rubbish. This included the whole of the vitamin industry, who use concepts like ‘detox’ to persuade us that it’s ok to live a toxic life as long as you buy their products to assuage your guilt. He did also however, support their cases, to an extent, with the evidence of the measured physiological effects of placebos, which many bogus products use for their efficacy.
The audience’s interest was piqued. A debate raged around the purpose of pentapeptides. Dr Young patiently explained that these protein molecules tighten skin for a temporary feeling of tightness once the oil in which they’re suspended is absorbed into the skin. We also enjoyed the clever packaging of sugar water as ‘Vitamin Water’, designed to look like pharmaceuticals, and we finally had a predictable question from Greg about why Viagra wasn’t red. The answer was lost in the uproar, but I think it had something to do with male self-control…
A very stimulating evening then. For a change, it was good to listen to someone who is a ‘counter-persuader’ to us brand people.
Finally, thanks to Leon, who designed a great poster which impressed Dr Young immensely. Respect all round.
