The Language Of Advertising Claims By Jeffrey Schrank
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.
In the ad, the burger is magnified to the point where fine details are made obvious and flavors can be hypothesized. Fowles describes images of such to be “primary and primitive” and emotionally appealing, which attempts to find its way into the minds of viewers (Fowles 76). The burgers position is placed in such a way to where it becomes the primary object that captures the consumer’s attention and interest. Also, in the ad there is a contrast of colors that help bring depth to the burger, such as the black background, to make it appear as if it’s easily attainable to the consumer. The contrasts of ingredients in the burger (bright green lettuce, bright red tomatoes, and orange burger buns) help make the burger stand out, especially when placed over a dark background.
The basis of this assignment was to select an advertisement or commercial and analyze it by demonstrating my understanding of the rhetorical strategies; ethos, pathos, and logos. I choose a Super Bowl commercial put out by Budweiser depicting a feel-good message about drunk driving. The famous beer company traded in the Clydesdale horse for an adorable puppy to play the part of a dog who was left at home while his owner is out partying for the night. In this analysis, I address the intended audiences that the Budweiser commercial was catering to while addressing the subject, language, and predominate images used in this advertisement. I aimed to determine the overall purpose and stating whether or not the commercial was effective in persuading
The art of deception William D. Lutz is an American linguist who specialized in the use of plain language and the avoidance of doublespeak. In the article ‘Empty Eggs: The Doublespeak of Weasel Words’, the author describes, how these days, are flooded ads in magazines, in newspapers,on the forums or websites in internet ,on TV or on billboards. Lots of these advertising claims for the products sound concrete, specific, and objective. However, William Lutz, in this topic points out that these attractive claims are weasel words, that is, these words meanings nothing but increased profits.
Most advertisements contain at least one element of rhetoric; however, some commercials may use more than one element to ensure they can feel confident their ad will produce the response they are anticipating. In this essay, I will analyze some commercials and define what elements of rhetoric they are using as well as explain why the producers of those commercials chose that specific one. Producers take advantage of rhetorical elements to convince people to buy their products, whether it is pathos, a tug on the heart strings, or logos and facts, producers thoroughly take advantage of this to sell their products. 1. OxiClean Versatile Stain Remover This commercial promoting an OxiClean stain remover has generated a large amount of sales for this company due to the rhetorical devices used.
MagnaSoles The mock press release from The Onion imitates the techniques used by marketers to convince consumers to purchase ineffective products. The article carefully demonstrates the degree of manipulation and persuasion used in advertisements today through the use of a satirical tone. The hyperbolized depiction of advertisements through false scientific sounding literature, faulty testimonials, and faulty logic highlights the naïveté of consumers towards advertisements.
A giant billboard advertising McDonald’s famous 300 calorie Egg McMuffin can look yummy to anyone who's hungry, possibly counting their calories or wanting to eat healthier, but mostly to people who don’t have time to cook. A giant Egg Mcmuffin with the words under 300 calories is using logos to win over the consumer. It’s enticing people
Nowadays, numerous Americans are being persuaded into spending their money on unnecessary products. In today's modern world advertisements are practically everywhere we turn. If we Americans pay close attention we will notice that there are many different techniques that are being used. According to Ann McClintock, "Name Calling, Glittering Generalities, Transfer, Testimonial, Plain Folks, Card Stacking, and Bandwagon" are some techniques being used for advertisements (698-701). In addition, Tesla, Toyota and Old Navy are all companies that encourage Americans into buying their products by using some of those 7 propaganda techniques.
Authors use various techniques when attempting to persuade an audience. Some use rhetoric, while others use organizational patterns. In Kilbourne’s “Please, Please, You’re Driving Me Wild”, she uses both techniques to persuade her audience that fast food and junk food advertisements plays a very significant important role in women’s’ lives. Food advertisements should not be used to trick us into thinking that food can love us, fulfill us, or satisfy us emotionally. Kilbourne does a successful job of giving examples and everyday situations to aid in getting her message across without pushing it down the audience’s throat.
The logical fallacy of appeal to fear can be demonstrated in commercials shown online and on television in order to obtain viewers and increase advertisement and sales. In 2010, the internet provider AT&T began a campaign called It Can Wait, meaning the text or post can wait (The It Can Wait® Campaign). Commercials have been shown on television where the driver of a car glances at their phone and then suddenly get into a devastating car accident. This campaign and these commercials are sharing the message of keeping one’s eyes on the road, instead of their phone and how “no post is worth a life.” The logical fallacy of AT&T’s commercial is appeal to fear.
The last way the writer persuades the audience to make the commercial effective is through logical reasoning and well-thought-out situations. The writer did not exaggerate advertising. However, the writer used a logical situation that would keep the audience’s attention and allow them to see the product multiple times within the commercial. For example, if the writer of the commercial stood in a room and said buy our Chevy truck there would not be many people interested in the product. However, the writer used a logical situation, a dog and a young boy, to interest the audience and keep them guessing what the commercial is about.
My participation in a community event included cocktails and canvas at the Red Room Crested Butte from 6-8pm. Becky is a professional artist who enjoys teaching techniques of painting on canvas. She hosts approximately five classes during a season and charges roughly $35 per session. The cost per session includes one cocktail of choice, different sized brushes, medium canvas, paint, and an easel. There were roughly twelve adults consisting of three men and nine women.
Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
Advertisements are everywhere, on television, radio, social media, billboards, magazines, and even on yearbooks. On the other hand, would it not be nice if every advertisement an individual saw, read, or heard were actually true? Like using Axe body spray really did attract women or eating Snickers truly made one satisfied in seconds? Yet, most of the time the advertisements that seem too good to be true, actually are. In fact, countless of ads are only slightly true and instead filled with many common errors in reasoning, known as logical fallacies, a sneaky marketing technique companies utilize to trick a consumer into giving them their undivided attention and money.
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.”
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