What I ask myself when I see such comparative slogans is why they often say the likes of "the safer and easier" instead of "the safest and easiest". I guess this is basic stuff for advertising pros.
Plausible reasons that come to mind: "safest and easiest"...
- sounds more open to challenge; it invites the reader to challenge such a bold claim.
- might put you in a mood to maximize. "Safer and easier", on the other hand, puts in a positive light any improvement over some other alternative, or over what you have currently. Thus it invites you to satisfice and act.
- sounds more like bragging, like a phrase said from the advertiser's perspective. "Safer and easier" sounds more like an observation from the user's perspective. I'm not sure how to argue this, but it sounds that way to me.
I think it's because "safest and easiest" is quite a definite claim - they would be saying that no other payment method is safer than them, which could lead to claims of false advertising from their competitors. "Safer and easier" doesn't really mean anything at all without knowing what it is being compared to.
But I also agree with your assessment - safer and easier might have psychological advantages
Plausible reasons that come to mind: "safest and easiest"...
- sounds more open to challenge; it invites the reader to challenge such a bold claim.
- might put you in a mood to maximize. "Safer and easier", on the other hand, puts in a positive light any improvement over some other alternative, or over what you have currently. Thus it invites you to satisfice and act.
- sounds more like bragging, like a phrase said from the advertiser's perspective. "Safer and easier" sounds more like an observation from the user's perspective. I'm not sure how to argue this, but it sounds that way to me.