MichaelMc
Working toward Cenotes
We are stuck with the name AOW and that it stands for advanced open water. And I think we realize AOW are far from advanced divers.
So to reduce any confusion, we might de-emphasize the advanced bit. Like avoiding saying and bolding Advanced Diver. Instead, we could shift the focus of 'advanced' from the diver to continuing to advancing the skills. And use that shift where ever possible.
Padi's ad copy does not do that.
My point above about having it both ways was that:
- Yes, they say advance skills in their text.
- But they do not give up bolding Advanced Open Water Diver, and helping people think they will then be Advanced Divers. Instead of emphasizing that they have advanced their skills and gotten their advanced open water card.
Note the lack of juxtaposition of 'advanced' and 'diver', but rather just 'advanced' and 'open water'. And increasing the emphasis on advancing skills beyond their initial OW ones.
They may have a ways to go to be a diver who is experienced or advanced, but they will have advanced their skills some more.
So to reduce any confusion, we might de-emphasize the advanced bit. Like avoiding saying and bolding Advanced Diver. Instead, we could shift the focus of 'advanced' from the diver to continuing to advancing the skills. And use that shift where ever possible.
Padi's ad copy does not do that.
My point above about having it both ways was that:
- Yes, they say advance skills in their text.
- But they do not give up bolding Advanced Open Water Diver, and helping people think they will then be Advanced Divers. Instead of emphasizing that they have advanced their skills and gotten their advanced open water card.
Note the lack of juxtaposition of 'advanced' and 'diver', but rather just 'advanced' and 'open water'. And increasing the emphasis on advancing skills beyond their initial OW ones.
They may have a ways to go to be a diver who is experienced or advanced, but they will have advanced their skills some more.