I’ve just seen a magazine advert for a new Hoover VisionHD 9Kg washing machine. Its three headline messages are -
- More load capacity
- More technology
- More efficient
Under the heading “More efficient” it said the washing machine, ” saves water, electricity and carbon emissions* ” and quotes in big print -
- 55% less water
- 33% less electricity
- 33% lower carbon footprint
As I read these figures my sceptical head immediately asked – 55% less water than what? 33% less electricity than what? I’m always suspicious of percentages quoted in adverts or when trying to prove something and had already noticed the asterisk at the end of the claims. Looking at the bottom of the ad I found the following caveat – “Savings based on 10 year old Hoover washing machine consumption and equivalent kg of clothes per year”.
This small print strikes me as bizarre. Comparing any modern washing machine with a model from 10 years ago is likely to allow a savings claim in this area. Surely what customers want to know is how much less water, electricity and carbon footprint a washing machine can achieve compared with other washing machines currently available in the shops? You might as well compare it with a washing machine from 20 years ago and you’d be able to claim even more impressive savings.
Although it’s not hidden and it’s not in excessively small print, it is nevertheless small print and pretty likely to be ignored or not noticed by many people. Therefore it’s a fair assumption that a common impression taken by many is likely to be that this washing machine uses 55% less water, 33% less electricity and has a 33% lower carbon footprint than other washing machines currently on the market. If this was the case I’m sure they’d shout loud and proud about it.
Trying to be balanced and looking at it from the manufacturer’s point of view I’m sure they would claim they are only trying to persuade people currently using a 10 year old Hoover washing machine how much savings they could make if they scrapped it and bought this one. Or maybe it’s to show how much they’ve improved in the last 10 years? I doubt many people in marketing would see that as an effective campaign though. This is an example where headline impressions imply something that only gets put into a properly balanced perspective if the small print is read. What’s next, adverts that claim amazing things, with the small print saying – *not actually true?
I would like to know how much more efficient the washing machine is compared to current competitors.
Andy,
In my mind this is nothing but sensationalist advertising from Hoover. Right minded people are looking to reduce their carbon footprint, but the Hoover approach is misleading but only from a certain angle.
The real bench mark for the machine must surely be against a comparable machine from Hotpoint, Miele or Bosch. I am sure the cost and energy saving would be very different.
Slightly off topic but wanted to say I just purchased the 9kg vision with the 1400 spin and I am very very impressed. It knocks spots off my old Exceel 1400 that it has replaced. Much quieter, rinses far better and thhe final spin is very impressive – knocking nearly 25mins off my tumble dryer time even tho it has the same speed as my old bosch.. Very very impressed with there new offerings.. Hope it lasts tho…
In reply to the patronising farts who think they know best and feel that no-one else is concerned about eco damage I would like to tell you that as a simple, practical housewife, I think I may have worked out that the carbon footprint will be less painful because the larger drum of this new Hoover machine will facilitate fewer washes each week, resulting in the use of less water (I am on a meter) and less electricity.
Steve, I wish I had read your comment of 25 June, sooner. You have made up my mind to purchase the said gadget. Thankyou :-)
I don’t know who the insult was for Sandra, but you seem to have misunderstood the article altogether and my criticism of the advert (not the washing machine) was about how potentially misleading the ad could be.
The implication is that the washing machine is much more environmentally friendly than other washing machines, when in fact there are other manufacturers making large capacity drums too. The headline stat’s quoted are only saying it is much more environmentally friendly than one of their 10 year old models – “Savings based on 10 year old Hoover washing machine consumption and equivalent kg of clothes per year” but it appears (unless you read the small print) that it’s so much better than other washing machines currently being sold.
I agree entirely with you that a larger capacity drum can mean less loads and a smaller carbon footprint. This advert is not claiming that it creates a smaller footprint than any other 9kg capacity washing machine but I think many people will get that impression. It’s just claiming it’s better than one of their own 10 year old models with a drum virtually half the size. However, all modern washing machines are more environmentally friendly than a 10 year old Hoover with a 4.5 kg drum or any other 10 year old washing machine with a small drum for that matter. All other large capacity washing machines also have a substantially smaller carbon footprint than a 10 year old one.
Andy,
No insult was intended. I fully understood the rumblings regarding the “misrepresentation” by Hoover but failed to understand why it really mattered when most practical people are not so daft as to be taken in by those with a vested interest. The comments here appear to assume that purchasers rely solely on the claims of the manufacturers before making a purchase. Personally, before I buy any item whether it is a washing machine or a car I firstly read the specification, which I then compare with my requirements. My decision is purely practical and is in no way influenced by pretty pictures or obscure claims. Advertising is wasted on me as I always view manufacturers claims with great scepticism, unless their logic can be validated.
In much the same vein and using my own common sense I have in the past purchased items in the face of massive consumer criticism and have been generously rewarded by years of unfailing service from the item. We all know what advertising has to achieve and these days are much more canny when spending our hard earned lob.
As already mentioned, I look forward to fewer wash loads and less consumption of water and electricity. I’m much more concerned with the bigger picture than worrying about Hoover’s cleverly packaged fanciful claims.
Steve’s helpful comments were much appreciated and were very similar to others in contributing to my confidence in making a purchase.
I agree that some people are less susceptible to claims from people selling their products but we are all capable of being influenced by claims. If we weren’t, companies wouldn’t spend millions of pounds on adverts, and the government wouldn’t need the Advertising Standards Authority to police them.
You sound very sceptical (just like myself) but we all know that strict advertising standards prevent companies from making false claims, therefore many people will take claims at face value and believe they couldn’t have said something if it isn’t true. The reason I criticised this advert is because it appears to be potentially misleading yet it’s been allowed. It’s not saying anything untrue, but it only puts the impressive claims into proper context if you read the small print. If you don’t read the small print you will most likely assume the savings figures are measured against competitor’s current washing machines.
All i have to say is that this washing machine is the best one i have ever had,it is quiet,rinses really well and the final spin is absolutley first class.Could recommend to anyone.