SELLING THE PRODUCT
The language of advertisements.

2008

The dramatic landscaped gardens and water features seamlessly complement the curvaceous curves of the building.
…
The management has over fifty years of experience in diverse entrepreneurial product solutions. Our mission is to set new standards in the industry through our applied knowledge and systematic management approach.
Signature Group website ad for its yet-to-be-built Embassy apartment block in Pretoria. May 2008.

The increased size allows for optimum seating as well as creating comfort lounging.
…
The design in itself, can dictate the actual and final appearance.
…
Then on the other hand, and firmly in hand with today’s signature homes, linear a la natural, marries stunning linen and lines into a harmony of simplicity and ultra modern chic. Where else, other than from the desert itself, can you so perfectly horizon a palette of colour, texture and sunlight, upon such definite straight lines? The bottom-line: your personal opinion of surroundings prevail.
…
From past experience, Sofa Planet has found the choice market related, whether determined by price or the collective power of fashion, the critique remains confidentially polite.
Jacques Marx of Cape Town’s Sofa Planet, in advertorial. Weekend Argus, April 26 2008.

This engaging and interactive one-day seminar will equip you to manage intergenerational ‘knowledge’ workers.
…
The knowledge management course sets knowledge management in the public and development sector within a framework of knowledge and sharing, creation and re-use.
Regenesys centre for local government, in an advertisement for courses. Mail and Guardian, April 25 2008.

There is no better time than the present to think about the future.
Advertisement for Sanlam. Popular Mechanics, April 2008.

Real taste.
Packaging on Bakers digestive biscuits. April 2008.

Today the Chrysler building still points ever upwards, toward a limitless future.
Chrysler motors newspaper advertisement. April 1 2008.

The provenance of Handles Inc’s success is the company’s early recognition that the traditional concept of a door handle could be something far more exciting -- resulting in its evolution as an item of pure, irresistible décor.
Advertorial in the Weekend Argus, March 2 2008.

From its curious mix of rugged thatched spires and earthy walls, to its ancient mystical ornaments and luxury appointments, Makalali offers a truly unique experience.
Promotion for Makalali game lodge. Discovery magazine, summer 2008.

HP recently announced three new vertical solutions for customers in financial services, public sector and retail industries located in Europe, Middle East and Africa (EMEA).  Based on specific industry needs, the offerings optimise infrastructure, streamline information workflows, manage print environments and reduce costs. “The enterprise printing industry is evolving beyond paper”, said Jan Riecher, vice president, Commercial Enterprise, Imaging and Printing
Group, HP EMEA. “We recognise the unique challenges and opportunities enterprise customers are facing with how paper-based and digital information is connected, leveraged and managed.”
…
As part of this opportunity, vertical customer segments represent a significant page growth opportunity for HP.
…
All statements other than statements of historical fact are statements that could be deemed forward-looking statements, including but not limited to statements of the plans, strategies and objectives of management for future operations; any statements concerning expected development, performance or market share relating to products and services; anticipated operational and financial results; any statements of expectation or belief; and any statements of assumptions underlying any of the foregoing.
Hewlett-Packard media release, distributed by Nono Matuwane of Kilimanjaro Communications. The “all statements” bit is from the disclaimer at the end of her email. February 26 2008.

The South African Law School also runs a highly regarded and intensive conveyancing paralegal course, which has been training learners to become conveyancing paralegals and secretaries for the past four years… The training was developed and is run, by a senior attorney, notary and conveyancer who started her career as a conveyancing secretary and provides comprehensive training in all aspects of conveyancing so that successful learners are able to function competently and confidently as a conveyancing paralegal in a law firm or other corporate environment.
Advertorial for the South African Law School. Cape Argus, February 18 2008.

The revised tiering with clearer definition between each segment in the
range, not only makes for greater clarity she says, but also reflects the
significant advances in styling and quality that Nederburg has been making on the back of an extensive research and infrastructural investment in recent years to refine its hallmark combination of classical structure and finessed fruit.
Pippa Pringle of De Kock Communications in a media release for Nederburg winery. February 5 2008.

2007

Giving your kids freedom
More significantly, the idea that dirt is good isn't simply a catchphrase for OMO. It lies at the core of our brand, supported by patent-protected technology that gives your kids the freedom to get dirty, safe in the knowledge that OMO will remove those awkward stains. Our new effervescent, which cleans deep inside pockets, where kids often store their little discoveries, is just one example.
We believe that dirt is a valuable way to enrich our lives, both young and old, and it's obvious you agree. 
Enabling everyone to realise their potential 
To ensure that everyone, everywhere, can share in this initiative, we're investing heavily in developing a range of products that suits the pockets of all income groups.
Unilever, manufacturer of washing powder OMO, on its website. December 2007.

The 3-door model emphasises the Civic’s fun-to-drive direction and more economic extensively re-worked SUV that sets new standards in sedan-like handling and refinement.
Advertisement by Honda Auto Sandton. SA Medical Journal, December 2007.

The original quality of the milk, and the utilization of the highest processing and control technology ensures that the product retains its unique milky flavour.
Carton labelling on Crystal Valley ultra-high-temperature-processed milk. November 2007.

Formulated with super-potent NDGA, our remarkable Pore Diminishing Technology significantly shrinks the look of enlarged pores by treating them from the inside out.
Advertisement for Estee Lauder’s Idealist. Fair Lady, November 2007.

A Lancome first: 100 per cent lash curve.
Advertisement for Lancome’s Virtuose mascara. Fair Lady, November 2007.

Soon, in two weeks, four, it helps skin seem less jiggly.
Advertisement for Clinique’s New Repairwear Lift SPF 15 Firming Day Cream. Fair Lady, November 2007.

At the heart of each SUBLIMAGE product lies the quintessence of a unique active ingredient: Planifolia PFA*, a true catalyst of cell renewal.
*PFA: Polyfractioning of active ingredients. A specific process developed by CHANEL that allows for the creation of Planifolia PFA, an ultra pure cosmetic active ingredient.
Advertisement for Chanel’s Sublimage range of comsmetics, Fair Lady, November 2007.

See is a running person. See is understanding something. See is a person climbing the façade of a building at half past 3 in the night. See is reflected light. See is an S and two Es. See is a ring. See is an SMS. See is a hyena’s tail. See is number 10 and 11. See is hiding things and not finding them. See is a word. See is lake in German. See is someone watching us over weeks. See is 2 children.
Media release by Blank Projects art gallery in Cape Town, announcing an art exhibition titled See2. Quoted in the Sunday Argus October 21 2007.

The bonus is that the new building is not just functionally fantastic, but also quite beautiful. It is an exciting architectural interpretation of a health facility.
Media release from Meropa Communications. October 4 2007.

Each individual part of granite is unique and represents a portion of the earth not to be found elsewhere.
Advertisement for Rock of Ages granite suppliers. HOMEinSTYLE brochure, October 2 2007.

Organic sustainable business growth can be achieved by removing operational and structural barriers, and then by stretching one or more of the core strengths of the business.
Vetta Communication, in publicity material for a business workshop. October 1 2007.

World leaders in cast stone.
Slogan of SmartStone, concrete paving maker. Off its website, September 27 2007.

This is the sound of a genuine Trellidoor closing shut.
Advertisement for Trellidoor security gates. SAFM September 27 2007.

One of the fundamental drivers for next generation services is consumer demand for ongoing reduction in service costs. Despite this demand for reduced costs, the consumer also still expects an equal level of quality of service if not better. This presents a significant challenge for operators to deliver feature rich services at above average service levels.
Furthermore, the huge global success of mobile voice services has sparked an evolution in end-user service requirements from location based services to person based services - hence the new industry catchphrase, personal broadband.
Personal broadband effectively refers to the delivery of any type of service to users, irrespective of bandwidth, location or time.
The delivery of personal broadband services at reduced costs presents further challenges for operators. In order to achieve this objective, operators need to be able find a technology solution that will be able to reduce deployment and network costs, while still being able to deliver superior traditional and feature rich services agnostically. In other words, users expect to be able to watch a video, make a voice call and surf the web while at any location, mobile or fixed.
Based on an open standard architecture, WiMax (worldwide interoperability for microwave access) has started to present a solution as a next generation access network. It is the result of the efforts of the WiMax Forum which is a neutral body consisting of an ecosystem of operators, equipment manufacturers and chip manufacturers.
Media release issued by Meropa Communications on behalf of Saab Grintek. 20 September 2007.

As guest patron for Unicef, Rajah’s collection focuses on couture with a conscience, and the return to innocence and simplicity. The collection represents an escapist dream of utopia filled with pretty and glamorous pieces. It speaks of the nostalgic reverie of a bygone era and a galaxy of light, luxury and delicate nuances – little girls becoming beautiful women, captivating the world and leaving indelible impressions on those around them.
Invitation to a media briefing on designer Gavin Rajah’s collection for children. Sunday Argus, August 5 2007

Kills all known germs dead.
Advertisement for Domestos toilet cleaner. SABCTV, September 2007.

Metaphysical workshops.
Workshop 1: An imperative on the spiritual journey. Getting to know and learning to use the tools we have to create our realities. From the beggar in the street to the richest of us all, we have the same tools for creating our realities. Desire, Imagination and Expectancy. For more information please contact Fen Hartley on 021 762 9983
Advertisement in Southern Suburbs Tatler, a Cape Town newspaper. April 5 2007.

The power to deliver winnable outcomes
Slogan of Total Media public relations company. February 2007.

First announced Congress speakers include… Strategy guru Michael E. Raynor, co-author of the bestselling ‘The Innovator's Solution’, who is just about to publish ‘The Strategy Paradox’, which presents a concrete framework for strategic action that makes it possible to seize today’s opportunities while simultaneously preparing for tomorrow’s promise.
Organisers of the World Newspaper Congress, held in Cape Town in June 2007, in a media release. January 2007.

2006

Engineering has always been fundamental to Subaru’s philosophy. It’s a core value that has driven the characteristic balanced drive train layout with its All-Wheel Drive and Horizontally-Opposed Boxer Engines. And it has worked: drivers of all kinds, from world rally champions to urban warrior and bundu bashers, have savoured the benefits.
Now there’s a radical shift in gears. New Design Language or NDL re-interprets the Subaru ethos, without diluting their inherent engineering success, in a bold move into the premium segment. This approach can be seen in the latest evolution of the Impreza. It shows clearly a unified design, in the form of a distinctive new corporate “nose job”. The basic logic is to express the features of Subaru’s technology and heritage through this design. It should reflect both the company’s automotive and aircraft DNA – identifying the brand, even from a distance, without having to associate the badge with the vehicle. The new three-part front grille design is meant to capture the DNA of Subaru’s aviation pedigree, with the central “fuselage” flanked by “spread wings”. From this point on, this motif will consistently evolve into every new Subaru model, from the exterior through to the interior. With Subaru, innovative engineering and sport driving has always been a given. In addition to the “functional” and “sporty” elements of the New Design language, a new element has been added: Emotion.
Advertisement by Barloworld for Subaru cars. Popular Mechanics, February 2006.