It alliterates, you see. Brilliant Books make Great Gifts. Brilliant Books. Great Gifts. B-B. G-G.
But “brilliant” is better than “great”, surely? “Great” is only really one step up from “very good”, but “brilliant” is up there with “excellent”, “amazing”, “fantastic”. What this poster seems to be saying is that, somehow, the book gets slightly worse through the act of receiving it as a gift. That giving a book to someone reduces the quality of the book. It downgrades it from “brilliant” to great”.
Of course, there’s nothing wrong with receiving a “great” gift. By definition, it would be great. But even to ensure that a book makes a great gift, you have to start with a book which is as brilliant as Cook Up A Feast by Mary Berry and Lucy Young, or the Lego Atlantis Brickmaster. What if the book isn’t so good? The Lego Atlantis Brickmaster gets five stars on Amazon, but the Lego Star Wars Brickmaster only gets four stars. If you then consider the negative impact of gifting on each book, you can probably knock a star off both, leaving you with a four-star and a three-star gift respectively. The Wine Opus starts out with only three and a half stars. Knock a star off that and you’re left with a two and a half star gift. We are now in the realms of the average. A dangerous zone.
Basically, the message from Dorling Kindersley is clear: don’t give books as gifts.