While riding down the New Jersey Turnpike, I noticed on the right-hand side a huge billboard picturing a Buick, Le Sabre. The sale price was up at the right – $35,999.99 followed by a large asterisk, to the right and above the nine.
We know what to do when we see an asterisk. When we see an asterisk we usually scan the page and see what the asterisk refers to. Try and scan a billboard on the New Jersey Turnpike while driving at 65 miles per hour. Thirty-Five Thousand, Nine Hundred Ninety -Nine dollars and Ninety-Nine cents, asterisk and then you start scanning. Before you know it, you’re smashing through the side rails, guard rails, signs, billboard, power plant, while riding down the New Jersey Turnpike.
By the way, if you bother to stop and actually scan the billboard, you will that the asterisk means that the $35,999.99 means FPOE, COD, and FET. All that secret coding means that General Motors is going to own your life for several years.
Tom Golden, PhD. Copyright, 1976.