ipl-logo

Covergirl Claims In William Lutz's Essay

850 Words4 Pages

Covergirl Claims
Many companies use empty or non specific words in their advertisements to make consumers believe claims that are not really present in their advertisements. William Lutz explores these "weasel words" in his essay and examines how companies use these words and accompanying media in order to mislead unsuspecting consumers (Lutz 569). Covergirl's advertisements for its Super Sizer Fibers mascara is a perfect example of Lutz's ideas. In their advertisements for the Super Sizer Fibers mascara, Covergirl clearly uses ambiguous words and phrases coupled with deceiving media to make misleading or empty claims about its product.
Covergirl's commercial for the Super Sizer Fibers mascara stars the young actress, Zendaya, and features …show more content…

Covergirl does not specify what makes the formula "specialized," made for one particular use, or especially different from other mascara formulas ("Super Sizer Fibers"; "Specialized) . The statement also uses the word "for," which is used "to indicate an intended goal" ("For"). Covergirl is therefore saying that the mascara is expected to live up to its claims, but it is not guaranteed. According to Covergirl, the mascara also does not make consumers lashes into long, voluminous false like lashes but instead gives the "effect" or appearance. The website also states that the mascara gives the "look of long, dark, amplified lashes." This statement furthermore establishes the fact that Covergirl is not claiming to make lashes better or more intense but instead to just give the appearance or impression of more intense lashes. However, how does one give the appearance of more intense lashes without actually making lashes more intense? Covergirl's claim is vague, contradictory, and gives the consumer no guarantees or information about the product, therefore it is impossible to

Show More
Related

William Lutz With These Words I Can Sell You Anything Summary

546 Words | 3 Pages

In “With These Words I Can Sell You Anything,” by William Lutz, the author discusses tactics used by advertisement to trick and swindle consumers to buying product, through very simple words. These words defined by Lutz as weasel words. Weasel words make little claim about the product they are describing, and also keeps the message about the product very vague leaving the consumer to make assumptions about the product. Lutz explains the importance to be knowledgeable and informed about these words so the consumers can identify what the advertisement is actually stating about the product. Weasel words like the ones listed in Lutz’s article have lasting impact on our individual lives and buying habits.

Read More

Women's Rogaine Case Study Summary

1065 Words | 5 Pages

Off course, there is no way we can make inferences as to the genuineness of this brand of Rogaine product unless we study an unbiased review as such. I don’t expect everyone to have known the full facts about Women’s Rogaine at this point; hence my aim of putting up a

Read More

What We Are To Advertisers And Men's Women Summary

148 Words | 1 Pages

In “What We Are to Advertisers” and “Men’s Men and Women’s Women” both Twitchell and Craig reveal how advertisers utilize stereotypes to manipulate and persuade consumers into purchasing their products. Companies label their audience and advertise to them accordingly. Using reliable sources such as Stanford Research Institute, companies are able to use the data to their advantage to help market their products to a specific demographic. Craig and Twitchell give examples of this ploy in action by revealing how companies use “positioning” to advertise the same product to two demographics to earn more profit. Craig delves more into the advertisers ' plan by exposing the science behind commercials.

Read More

A Rhetorical Analysis Of Victoria's Secret

948 Words | 4 Pages

Finally, the phrase “The World’s Best Sports Bras” flashes on the screen, each word separated into different frames that are shown between action clips. Not only do the words themselves elicit the idea that there is no better brand than Victoria’s Secret from which to buy, but the words are split into different clips to dramatize the message. For every additional word that flashes, the commercial builds tension towards the final message, emphasizing that VS sports bras are truly the world’s

Read More

Black And Blue Rhetorical Analysis

1056 Words | 5 Pages

Wherever you may go often you will see advertisement. It may come in many different forms such as a poster on a telephone pole telling someone about a yard sell. Perhaps a bench ad or a television commercial. On a milk carton or box of cereal, whatever the form it’s all around us. Have you ever thought, what is the point of the advertisement?

Read More

William Lutz's 'With These Words I Can Sell You Anything'

753 Words | 4 Pages

Language in the Hands of Corporations: The Effects of Advertising In William Lutz’s essay “With These Words I Can Sell You Anything”, he emphasizes the words and phrases used by companies to make claims that appeal to the consumer, while simultaneously preventing the company from being legally bound to fulfill those claims. He advises to look out for words such as: help, more, virtually, new and improved, up to, acts, works, and like. Lutz claims “Every word in an ad is there for a reason; no word is wasted” (62), and that critical thinking is the only way to see what an advertisement is actually saying (63). For example, an ad by Delta for a bath faucet reads: “Save up to 32% more water per minute.

Read More

Covergirl Advertisement Analysis

277 Words | 2 Pages

Today, I saw a Covergirl advertisement while watching TV. The title on the screen said, “Covergirl.” Under the title it had a picture of famous Taylor Swift, dancing in some “light material.” Taylor Swift states, “Introducing a breath of fresh air! Flawless coverage with a light as air feels we took out a heavy synthetic and put in a light touch of cucumber and out with heaviness and up with a flawless finish even the $180 makeup cannot beat it for a lightweight feel.”

Read More

Federal Trade Commission Research Paper

3169 Words | 13 Pages

Deceptive Advertising and the Federal Trade Commission The Federal Trade Commission, a government-sanctioned agency with the mission and power to protect consumers from unfair business practices, have created the standards and regulations for deceptive advertising (Federal Trade Commission[FTC], 2007). Deceptive advertising has been ruled by the FTC (1983) to be: “a representation, omission or practice that is likely to mislead the consumer acting reasonably in the circumstances, to the consumer 's detriment” (para. 8). This statement has been reprinted by Zelezny, attorney and senior public relations executive, in his textbook, Communications Law: Liberties, Restraints, and the Modern Media (Zelezny, 2011, p. 507).

Read More

Katy Pery Negative Advertising

1021 Words | 5 Pages

Here we have Pop-Chips’ Katy Perry “nothing fake about ‘em,” picture advertisement. The advertisement, which is one from a series of Pop-Chips campaign with Katy Perry, using a celebrity icon to promote their product. She is wearing a blue and black dress, holding Pop-Chips, one in each hand to cover her breasts. Makeup wise she is wearing a simple lipstick, eye liner, and there is clearly something apply to her eye brows to make them seem darker. Here eye glance is looking up toward the large typeface “nothing fake about ‘em,” and under that is here own statement about Pop Chips, which is; “I’m not into phony, good thing there’s nothing fake or phony in Pop-Chips.

Read More

Case Study Of Ulta Beauty

650 Words | 3 Pages

Always trying to satisfy customers with all beauty needs in skin, brow, hair, and cosmetics departments. (2009/17) Ulta Beauty's mission statement is, "We're on a quest to bring the fun and beauty to all – Constantly delighting our guests with all things beauty all in one place while offering rewarding careers for our passionate, beauty-loving associates." (2000) This missions statement reflects Ulta Beauty's goal to attract all types of beauty lovers with one place that offers all their beauty needs but also about opportunities for a career in the beauty

Read More

Logical Fallacies In Advertising

810 Words | 4 Pages

In fact, one notorious company for using logical fallacies in their advertisements is Proactiv. Thus, the Proactiv commercial featuring Lindsay Lohan that aired on TV a couple of years ago is a precise example of the appeal to authority, bandwagon, and plain folk logical fallacies being used to get their product sold. In the commercial, Proactiv uses an appeal to authority to earn an individual’s trust. To clarify, this logical fallacy is used when a company or brand hires a popular celebrity or a person with “authority” to advertise and express how beneficial a product is.

Read More

Rhetorical Analysis Of 'What Girls Are Made Of'

512 Words | 3 Pages

The “What Girls Are Made Of” Nike advertisement is inspired by a popular Russian song titled, “What Girls Are Made Of.” Judging by the title, the commercial is clearly geared towards girls, more specifically girls who are interesting in athletic activities and sports. While Nike’s objective is to sell its sports wear, it also sells an empowering message that defies stereotypes through the effective use of rhetoric. To begin, the advertisement begins in the setting of a stage and a large audience listening in agreement as a little girl in yellow charms, “Girls are made up of flowers, and rings and gossip and marmalade.” These are just few of many belittling stereotypical descriptives for a girl.

Read More

Marketing: A Case Study Of Sephora's Marketing Mix

1085 Words | 5 Pages

The customers can as well upload their pictures and virtually try different products on their face and get advice on the best way to apply the products. The mobile application was downloaded by over 2.5 million customer and generated a traffic of approximately 75% as the company’s customers were converting and shopping making up to 167% orders over the year and due to that the company got 400,000 beauty insider signed up (issuu, 2017). Therefore, a big number of the Sephora's promotional initiative is based online which help the company to reach their younger targeted audiences and to have a big impact on the customers that are not willing to place order online with confidence as well as infrequent customers to explore and try new products (Chen et’al. 2011). And hence, Sephora’s digital channels play an important role by serving as communication tools for the company to promote their products via different channels to in order to reach the targeted

Read More

Rhetorical Analysis Of Colgate Advertisements

768 Words | 4 Pages

Rhetorical Analysis of Colgate Advertisement Most people take care of their teeth, and in doing such, need to buy products to keep their teeth clean, and healthy. Advertisements for a toothpaste company need to be persuasive to their customers so they can keep the business. Color schemes, rhetoric, statistics, and even celebrity endorsements can all be used in advertisements to hook a customer on a product. Dental hygiene products are extremely important to some, and companies must be careful, and meticulous about how their merchandise is being portrayed.

Read More

Essay On Misleading Advertising

979 Words | 4 Pages

Introduction “The term ‘misleading advertisements, is an unlawful action taken by an advertiser, producer, dealer or manufacturer of a specific good or service to erroneously promote their product. Misleading advertising targets to convince customers into buying a product through the conveyance of deceiving or misleading articulations and statements. Misleading advertising is regarded as illegal in the United States and many other countries because the customer is given the indisputable and natural right to be aware and know of what product or service they are buying. As an outcome of this privilege, the consumer base is honored ‘truth in labeling’, which is an exact and reasonable conveyance of essential data to a forthcoming customer.”

Read More

More about Covergirl Claims In William Lutz's Essay

Related Topics

Open Document