A recent ad by Alka Seltzer, shows a father about to take a bite of a sandwich when his daughter runs into the kitchen announcing that she has been admitted to what she calls "one of the best schools in the country."
The scene is replayed, not showing what the daughter said, but what the father heard: "I got into one of the most expensive schools in the country!"
Watch the ad:
Alka Seltzer is offered as a way to relieve the heartburn and headache caused by this news. Instead of this being a joyous occasion, as it is for the daughter and mother, the father is stressed simply thinking about how he is going to pay for his daughter's higher education.
Two things to note here:
- The "best" college is equated with the "most expensive" college. Unfortunately, there is some truth in this connection if the typical high-profile rankings are examined: the top rated colleges and universities in the country typically carry a hefty price tag. However, more students are attending two-year or less expensive four-year universities, and in doing so, are saving money on tuition.
- The father expects to pay "full price." The majority of schools, even the most expensive ones, offer financial aid packages to enrolled students. The message embedded in the commercial implies that (the "best") universities do not offer financial aid and the father will be paying full price for his daughter to attend college. So...[COST = PRICE - AID]...is important for Dad to keep in mind, especially if he wants to reduce his stress level without Alka Seltzer.
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