Last but not least: Small spelling mistake with big advertising impact
On Saturday, the tabloid *Blick* mocked in its sports section the fact that a dental clinic in western Switzerland had resorted to a gimmick for advertising purposes, but not to the *Duden* dictionary.
The tabloid Blick mocked on Saturday in its sports section that a dental clinic in western Switzerland had resorted to a trick for advertising purposes, but not to the dictionary. FC Sion's jerseys are emblazoned with an imprint that partially obscures the lettering of the S-Dent dental clinic with the words "censuré" and "zenzuriert". The background to this is that advertising for medical services is prohibited in Valais. That's why the club bosses came up with the idea of the censored appearance. However, Blick concluded from the idiosyncratic spelling that the Valaisans are better at kicking than writing.
Now the company S-Dent announces in a communiqué that the "censored" advertising - including spelling mistakes - was fully intentional. The same procedure had already been chosen as supplier of HC Sierre, but no letter of media resonance had been received. Therefore, S-Dent asked a "specialist of 'Blickologie', National Councilor Oskar Freysinger" for help. This recommended for the purpose of interest increase to conjure a spelling mistake into the advertisement. The French company sees its intention fulfilled and writes: "A successful manipulation has a much better effect on Blick than the brittle facts." Incidentally, according to Blick, the advertising appearance will cost the dental clinic around 60,000 francs for the first Uefa Cup round. If Sion reaches the group matches, another 100,000 francs will be due.
