This topic delves into the darker side of advertising, namely, the use of government-themed terminology to make a business sound more authoritative and official.
Gold Sales: Businesses that sell physical gold use this technique profusely. They often start with the name of the company. Simply type “buy gold” into a search engine and you’ll see names like “U.S. Money Reserve” or “United States Gold Bureau.” But they tend to exploit this technique every chance they get. In an advertisement in TIME magazine [1]March 16, 2015, page 27 U.S. Money refers to their location as the U.S. Money Reserve Vault Facility. I’m sure their product is well-protected, but it seems they are also trying to conjure up images of the Federal Reserve Bank and other government agencies who’s locations are referred to as “facilities.” They say the coins were previously held in “The West Point Depository” (of course, any coin minted obviously was held there).
There is nothing wrong with buying gold, currency, and collectible coins from companies that use this advertising technique if you already have good knowledge about a realistic rate of return on the product or simply want something as a collectible. Just remain aware that it is part of their marketing strategy to often use terminology that blurs the line between government agency and private company.
References
| ↑1 | March 16, 2015, page 27 |
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