![]() By slightly changing the wording or context of these common phrases, these advertisements create a brief irritation, which is resolved in a moment of humor.Īn example for a new advertisement following the same design principle might be: Usually, when you slip out of a meeting unnoticed, you do because the meeting was boring and useless. Usually, when we speak of a pregnant pause, we mean that we wait for something highly informative or exciting. Usually, when someone says that they don't read a periodical it means that it contains nothing that is useful for them. This message is expressed by putting common phrases into a context where their meaning is inverted. ![]() If you read The Economist, you will have something meaningful to contribute.Īll the advertisements from that campaign emphasize that reading The Economist will give its readers the knowledge necessary to excel in fields related to economy such as management and business. When you can slip out of a meeting unnoticed, you habitually do not contribute to meetings because you have nothing to say. If you read The Economist, you know what to say and cause no pause in conversation. The warning to not be the cause of that expectation implies that it is not being fulfilled, because you do not know what to say. If you are the father of the pregnant pause, the listeners wait expectantly for what you are going say. 2.Ī pregnant pause happens when listeners wait expectantly ( pregnant = "expecting (a child)") for what you will say. The idea here is that if that person had read The Economist, he wouldn't still be a trainee at such an advanced age. In the actual advertising, the quote is attributed to a "management trainee, aged 42":
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