Surely the Special K advert is incorrect...?

[PestoMonster]

I just heard the voiceover say

people who eat a low-fat breakfast, such as Special K, are more likely to be slimmer , than those who don't...

Surely it should either be

... are likely to be slimmer than those who don't (eat breakfast)

OR
.... are more likely to be slim, than those who don't

?

"more likely to be slimmer than those who don't" is grammatically correct, but not very elegant. I think it's an advertising-ese way of avoiding making sweeping claims for fear of litigation.

You come across these advertising fudges a lot - another example is "helps to reduce the appearance of wrinkles" (can't think where I saw that) because they can't say "reduces wrinkles" which is what they think the customer really wants to hear.

What it is actually saying is that it doesn't guarantee anyone will be slim as such, only possibly slimmer than people who don't each Special K.

But it's clever copywriting because you tend to hear what you want to hear. You ignore those weasel words "more likely" and "slimmer" and "helps" and "appearance" unless you are something of a grammar enthusiast like the people on this board!

Hope this helps.

Thank you Lulushmulu.
I really like your name btw!