Tag Archives: advertising

100% Real Lobster

Saw a commercial advertising “100% real lobster” in a sandwich last night.

First thought: is “fake lobster” a real problem?

Second thought: “100% real lobster” is actually a meaningless assertion. The sandwich consists of bread and condiments, which are obviously not lobster. So “100% real lobster” must be understood to mean: “to the extent there is any lobster here, it’s 100% real lobster.” But suppose we mix in some fake lobster (say, crab meat), the assertion remains true, as long as it’s taken to cover only such portion of the sandwich filling which consists of real lobster meat. Indeed, the assertion is even true in the case of a BLT since, to the extent there is any lobster, it would be 100% real lobster (it just happens that there isn’t any lobster in a BLT).

Maybe I’m overthinking this.