Professor William Lutz describes the advertisers tricks as "Weasel words-, which are words that seem to mean one thing but really mean the opposite. To avoid falling into these traps of advertisers he stressed that consumers need to be educated consumers. The language he uses is very informative and persuasive to let the consumers know that they have to pay attention to these "Weasel Words-. According to Lutz, advertisements use the word help to make you think that the product is able to stop, eliminate, end, solve, or heal.
Weasel words are those words that are tossed into a sentence that change the actual meaning of the sentence while leaving an impression that is different. It's the easiest way to avoid having to take any responsibility for anything you say, or seem to say. For example, the sentence "Our canned corn is as good as fresh cooked corn." © The impression given is that the canned corn is as good (whatever that means) as corn on the cob right off the stalk. However, the phrase contains a weasel word: "cooked". Thus, the sentence actually says that the canned corn is as good as corn that has been cooked; now you need to cook it again to serve it. Note the sentence does not say that the canned corn is as good as fresh corn; it's as good as fresh cooked corn. .
Another example: "Our dog food contains as much meat protein as 10 pounds of sirloin steak." © The sentence gives the impression that the dog food contains sirloin steak. In fact it contains the equivalent of 10 pounds of steak in the form of meat protein. This protein can be anything that is made of meat: lips, cheeks, snouts, entrails, etc. It is doubtful that the dog food actually contains 10 pounds of steak. If it did, the sentence would read, "Our dog food contains 10 pounds of sirloin steak." .
Another interesting example of weasel words is the phrase "Three out of four doctors recommend the major ingredient in [the product of your choice].
One can analyze these as persuasive techniques. ... This technique preys on people's fear to sell a product. ... These techniques incite irrational fears in people. The hidden fear approach still it remains as one of the most successful advertising techniques used. Another way in which one can examine advertising techniques is through the Association Principle.This is also a reason that people are distrustful toward advertisers. ...
The Variety of Advertising Techniques The capitalist society invented advertising with only one purpose: to sell the product. ... Many vital components complete the Egalitarian way of advertising, making it an effective form of advertising. Some of the techniques that are part of the Egalitarian approach include: the Democracy of Goods, the Democracy of Afflictions, as well as the use of celebrities. ... Advertising is a company's primary way to sell its product; without television or radio advertising, businesses would have considerably less capability to lucratively market their...
In this essay I will be describing a range of covert advertising techniques and looking at why advertisers use these methods to sell of promote their products. ... Covert advertising techniques are the opposite of overt advertising techniques. ... Some typical covert advertising techniques that are widely used these days are: Product placement within films and on television programmes. ... Sponsorship is a covert technique because it is not actually advertising overtly, the sponsorship advert is usually entertaining, it is never a hard sell and it is never very informative. ... This is...
The Truth of Advertising Recently, media has exploded in all directions, including the enormous increase of revenue throughout the advertising industry. ... A number of techniques are also used in advertisements in order to increase the overall attraction of a product. ... This distinction is of value to the female reader in order to identify advertising techniques used to coerce consumerism. The first of these techniques is hegemony. ... "What you see in advertising is what you see on network TV. ...
Advertising and Information Technology (I.T.) ... In terms of volume and technique, advertising made its greatest early advances in the United States of America. ... Eric Nyachon I.T advertising has broken the horizon in advertising. ... Actors in the industry say that Internet commercials use a number of techniques. ... Such like techniques have convinced industry players that Internet advertising represents the future of advertising....
Literacy & Propaganda Advertising is a plague that has swept every medium known to man. Greek tavern owners pioneered the art of advertising using simple relieves to quench any passerby's visual thirst. ... A magazine ad for diapers uses some avant-garde advertising techniques. ... The advertisers weren't convinced that one technique would suffice their hunger for consumers. ... This advertising campaign is successful and will convince the targeted audience....
Advertising is one of the biggest jobs in the nation. ... This technique allows the advertisement to grab the attention of the reader as he or she turns through the pages of the magazine. ... Many companies participate in making false claims in their advertisements, which in turn has degraded the credibility of advertising in general. ... Marketing strategies centered solely on the pathos of the consumer have become a popular trend in advertising. ... Advertising success lies in the ability of how well a product can satisfy its people. ...
In order to attract audience, advertisers use various techniques on their advertisement to make people aware of the firm's products, services, or brands. ... An excellent advertisement will create a deep impression on its potential customers through particular techniques. Radio and Television Advertising We are constantly surrounded by advertising. ... Advertising in radio is bought in "spots." ... It is claimed that advertising plays with our basic human emotions and takes advantage of them, using them as merely another technique to sell goods or services. ...
There is a fine line between public relations, advertising, and marketing. ... Advertising also generally aims to sell products through paid means. ... Advertising and promotion obviously play a strong role in support of marketing. ... In other words, advertising and public relations are the tools and techniques used to support the marketing and sales objective of a business (Wilcox et al, 1992). ... The most effective form of "selling" takes advantage of public relations as well as marketing and advertising. ...
