We’ve all seen advertisements that incorporate differently sized text to make a product or sale look more desirable.  Normally, the resulting deception doesn’t stretch credibility.  For example:

Sale on Sunday!

Everything in the store

up to

50% off!

I’m not sure how many people realize that “up to 50% off”  can mean “one item for 50% off and a lot of stuff for 10% off.”  Since businesses keep pulling this stunt, it must be duping people.  After all, sufficient reading comprehension skills have become rarer and rarer.

But I digress.  Here’s a variation of small print marketing I found recently:


In case you can’t decipher the whole thing, the full guarantee reads as “guaranteed for 10 years in storage.”  You probably wouldn’t notice the “for” and “in storage” if you saw this packaging in person, either.

If you believe that a battery can be used for ten years, you deserve to be fooled by this.  However, if North Korea is preparing to fire nuclear missiles at the world’s battery factories, you might need to store this product for up to a decade.

As you can tell, Duracell is looking out for the customers’ best interest.