I guess I just don't these eTrade "don't get angry" commercials, as none of them have ever shown me a scenario in which I would be justified in "getting angry" (that is, unless eTrade knows I get angry at stupid commercials. If that's the case, these all make perfect sense.)
In this ad, eTrade treats the audience like children who think "buying the dips" means buying actual dip for chips. Thing is, 99 percent of the time for 99 percent of the audience, that's exactly what it means. Even the part of the audience that is in the market- even the part that is actively involved in trading- generally means "buying dip for chips" when they say they are responsible for "buying the dips." Because people who do their own trading don't need a new phrase for "buying when prices are low/dropping." That phrase was working just fine, thank you very much.
By the way, who is this commercial really supposed to appeal to? People who do their own trading who think they really understand the market and need another reason to sneer and otherwise look down on people who don't do their own trading (like me) because they know they don't understand the market? If that's the case, this ad belongs in the same rank as Audi and Lexus commercials, designed to stoke more anger from the unwashed, non-investing masses more than to attract new customers.