The language of advertising

[jimbur]

George Bernard Shaw described England and the US as two nations divided by a common language.
I was reminded of this when I looked at the back of the December issue of Popular Woodworking Magazine. The advertising for a new plane begins:

"When a master uses a tool, it is like wearing a favorite baseball glove".

Obviously I'm not in the group being aimed at (or even in the same country) but am I the only one who finds this slightly absurd?

[Ruddy]

I am intrigued....why do you find it absurd?

[jimbur]

I am intrigued....why do you find it absurd?

Probably because I can't imagine playing baseball let alone having a favourite glove. Ok, your hand might get sweaty and be comfortable but I do find the comparison absurd. I just can't imagine using say, batting gloves, pads or even box in the context of selling the merits of a plane.

[Poppa]

I think this would resonate to Americans. Having played baseball I can attest that your glove does get molded to the shape of your hand, and it becomes very comfortable to wear. But like you, I wouldn't compare this to using a favourite plane or chisel.

[hughie]

Dare I say it, its probably a metaphorical reference and comparison to a well fitting favourite glove that has become an extension of the user.The suggestion is that this is how a master uses and works with his/her tools or whatever he/she is master of. In this case ,a plane, to the point if you buy this plane you to can be just like a master. Bit of a long bow, but its all about trying to get into the would be buyers head to cement a sale.

Some call it hype, others Bulls....

[rrich]

As one, who as a teen, lived for baseball; I too find the metaphor absurd.

[rrich]

I had always assumed that the language of advertising could be described using only two letters,

T & A