More on the August paralysis. El País, today, full-page ad. An oncological hospital in Madrid advertises its services using the tagline:
We work at normal pace in summer
This is not a small note at the bottom of the page. Rather, this sentence is in large type, at the top of the page, acting as what we could call a marketing differentiator, i.e. a fact or property that makes this product (the hospital) unique from its competitors and hopefully attractive to the potential clients.
Isn’t this sad? This is not a video shop, for Pete’s sake. It’s an oncological hospital! And they use a full-page on the Sunday El País (imagine the cost!) to make the proud statement that they work at normal pace in summer.
This country just sucks.