Lately I’ve been sitting closer to the television so I’ve been reading the small print on television ads. Just another of the benefits of getting older.

Small print is hard enough to read. On television it’s monumentally hard to read. It’s usually in white and on a light or nearly white background, small enough to qualify as fine print in a print ad, and verbose enough to be a politician while remaining on the screen for a bit less than the heartbeat of an out of shape stair climber.

If your efforts with the on-line speed reading course were successful, you actually may get the opportunity to read televised fine print. And if you do, you will find it’s not at all very informative.

Extensive research (and not at all scientific let me tell you) says that the third most popular phrase in that fine print is “past performance does not guarantee future results” or similar. (The second most common phrase is “Limited time offer, expires [sometime 8 months from now].” The most common phrase is “dramatization” and/or “actor portrayal” so you can separate fact from fiction without straining your brain while separating them.)

Past performance does not guarantee future results? Excuse me, isn’t that what you are advertising, your past performance? This is especially popular among lawyers, bankers, stock brokers, trade school placement offices, and purveyors of commemorative plates. It’s the advertising fine print equivalent of saying “not responsible for lost or stolen luggage.” Feel free to substitute “your hard earned money” for “luggage.”

Imagine what those lawyers and bankers and others would say if other advertisers blithely asked for you to buy from them while at the same time reminding you that what they are selling may or may not actually do what you are buying. For examples:

….. Orange Juice: Translation = You know us as the brand that uses nothing but fresh oranges to make our juice but your next bottle might have some juiced brussel sprouts.

…..Tires: Translation = Our tires have long been known for their ability to grip the road, resist punctures, and last thousands and thousands of miles. Unfortunately the ones we just shipped to the stores are really old retreads and bald ones at that.

…..Dishwashing liquid: Translation = You may need to use most of the bottle if you expect clean dishes.

….. Luxury SUV: Translation = Can you say Family Truckster?

….. Toilet paper: Let’s not even go there.

Past performance does not guarantee future results. You never hear airlines say that when they are talking about on-time performance. Hmmm.

That’s what I think. Really. How ‘bout you?