Zen and the art of sales maintenance

FOR some time I have been watching the deteriorating level of accuracy in Irish advertising.

Mon, 11 Oct, 2004 - 01:00

example, Guinness have had a policy of using spiritual or religious language in trying to sell their product, viz ‘Pure Creation’ or the ‘Witnness Festival’ (Is this a gathering for true believers and, if so, in what?).

The latest attempt to colonise the language comes from Danone, with the introduction of a product called ‘Zen’, which is an ancient and revered spiritual tradition.

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