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Marketing language: "What you deserve"
Old 03-10-2020, 09:22 AM   #1
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Marketing language: "What you deserve"

Daytime TV bombards the viewer with Medicare supplement ads offering "The coverage you deserve!" as if regular Medicare were somehow cheating us. The spokesperson uses the phrase "no extra cost" a lot, even though these supplements can be quite expensive.

Mr. A. and I just got ads in the mail for a "resort-like" old folks' home (a real old folks' home - the models have jowls and dewlaps, and one looks downright infirm). Their slogan? "Live the life you deserve!"

To me, the phrase "get what you deserve!" has always sounded a bit ominous. I'm trying to figure out when this became the marketing phrase of choice.
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Old 03-10-2020, 09:28 AM   #2
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I think the "get what you deserve!" marketing slogan is a natural follow-on to JG Wentworth's "It's my money and I need it now!" ads.

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Old 03-10-2020, 09:31 AM   #3
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To me, the phrase "get what you deserve!" has always sounded a bit ominous. I'm trying to figure out when this became the marketing phrase of choice.
I've been trying, unsuccessfully, to recall a line, (Monty Python perhaps, or at least Monty Pythonesque), to the effect that "You're treating me with the respect I deserve....and I'm not going to stand for it!".
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Old 03-10-2020, 09:33 AM   #4
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If we all got what we really deserve, we'd be burning in hell.
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Old 03-10-2020, 09:45 AM   #5
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To me, the phrase "get what you deserve!" has always sounded a bit ominous. I'm trying to figure out when this became the marketing phrase of choice.
Not sure exactly when it became a commonly used marketing phrase, but I certainly think it speaks to the hearts of many Americans these days. As I wrote in a thread on this forum back in 2015:

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I have always felt that this kind of behavior (which is very common in our society, as others have said) is due to the "entitlement" culture in which we live. It seems like many people have the attitude that they somehow deserve and should have the best of everything on nearly a daily basis, regardless of their ability to pay for those things. There is a blurring of the notions "want", "need", and "deserve" (e.g. the often-heard refrain "I deserve a little pampering"), and there is definitely a widespread disconnect between I want and I can afford.
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Old 03-10-2020, 09:48 AM   #6
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Quite a few folks believe they deserve a better life than they have earned (champagne tastes on a beer budget)...this is the "American Dream" to keep up with the Jones, and live paycheck to paycheck, maxing out credit cards to have the newest/best of everything.

The sense of entitlement runs deep, and these marketers are touching a nerve by claiming that currently, they aren't getting everything that they deserve so much.
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Old 03-10-2020, 10:05 AM   #7
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Definitely part of the rise of narcissism and entitlement lately, so I don't think it connects well to people in our generation.

Of course, advertisers have always climbed over themselves to cater to us, so this would just be one more way of expressing how devoted they are to our comfort and well being.
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Old 03-10-2020, 10:11 AM   #8
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As Janis Joplin sang so memorably:

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Oh Lord, won't you buy me a Mercedes Benz;
My friends all drive Porsches, I must make amends.
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Old 03-10-2020, 10:16 AM   #9
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I think the opposite attitude can be summed up by the precipitous decline of another phrase that used to be popular (at least in my generation and older).

When was the last time you heard anyone say:

"I'm saving up for that"
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Old 03-10-2020, 10:43 AM   #10
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As a marketing phrase, this isn't new.

In recent times, Amazon uses the approach with a phrase like buy a present for yourself and showing your wish list.

In the past, what comes to mind is the Preference hair color by L'oreal commercials.

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Old 03-10-2020, 11:10 AM   #11
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As a marketing phrase, this isn't new.

In recent times, Amazon uses the approach with a phrase like buy a present for yourself and showing your wish list.

In the past, what comes to mind is the Preference hair color by L'oreal commercials. ......
That is the phrase I was trying to recall, they go together so nicely:

You deserve this _______, because You're worth it.

Makes the person subtly believe they are owed it.
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Old 03-10-2020, 11:48 AM   #12
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That is the phrase I was trying to recall, they go together so nicely:

You deserve this _______, because You're worth it.

Makes the person subtly believe they are owed it.
That phrase and commercial (along with Taster's Choice and Charmin with Mr. Whiffle) is one that I remembered the most growing up as seemed the commercial was airing constantly.
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Old 03-10-2020, 12:46 PM   #13
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Daytime TV bombards the viewer with Medicare supplement ads offering "The coverage you deserve!" as if regular Medicare were somehow cheating us. The spokesperson uses the phrase "no extra cost" a lot, even though these supplements can be quite expensive.

Mr. A. and I just got ads in the mail for a "resort-like" old folks' home (a real old folks' home - the models have jowls and dewlaps, and one looks downright infirm). Their slogan? "Live the life you deserve!"

To me, the phrase "get what you deserve!" has always sounded a bit ominous. I'm trying to figure out when this became the marketing phrase of choice.

It's part of the general societal concept of "Entitlement." Or a uniquely American ersatz concept of "Entitlement." If you have it, you must be entitled to it. So, get it and you will be entitled!! Just give me your money first. People will think, hey, it's already MINE anyway!
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Old 03-10-2020, 12:51 PM   #14
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Too much getting what you deserve causes you to have the retirement you deserve.
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Old 03-10-2020, 01:22 PM   #15
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Oh, my! I hope that's not really the case

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If we all got what we really deserve, we'd be burning in hell.
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Old 03-10-2020, 01:53 PM   #16
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I went to car dealer many years ago and he was showing me all the various options that were available with the car. He topped it off with "These are the options you deserve."
He was serious but I laughed out loud to his face. I imagined him in a sales class learning that line.
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Old 03-10-2020, 01:53 PM   #17
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There's a car dealer in town with TV ads appealing to people with bad credit.

"Come in today and let us help you get the payment you can afford and the vehicle you deserve."

You just know people are going to get hosed badly. "Sure, we can get your payment down to $300 on this fully-loaded 2002 Lexus. And 84 months will fly by before you know it!"
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Marketing language: "What you deserve"
Old 03-10-2020, 02:32 PM   #18
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Marketing language: "What you deserve"

Along the same lines and even more concerning to me is a local motorcycle dealer that started using this tag line some months ago.

“Why the hell not,,,you’re worth it”

Apparently if you can really afford a new bike or not is irrelevant.
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Old 03-10-2020, 04:44 PM   #19
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This reminds me of the elective marketing class I took in college. One of the points made was that one should try to "create value in the eyes of the consumer". Where, presumably, none had existed before.
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Old 03-11-2020, 07:19 AM   #20
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Did you ask him if there are customers who simply don't deserve such options?

(It's the kind of thing I would ask).

Quote:
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I went to car dealer many years ago and he was showing me all the various options that were available with the car. He topped it off with "These are the options you deserve."
He was serious but I laughed out loud to his face. I imagined him in a sales class learning that line.
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