One of the remarkable features of human
language is that it can convey both fact and
feeling simultaneously. Humans use language to
convey opinion as well as to express facts.
Often the two are intertwined and inseparable.
Such being the case, the use of a clever word,
or a compelling turn of a phrase, can often
sway readers to interpret ideas in one way or
another. In the political arena, people who are
adept at such maneuvers are called "spin
doctors." In business, those people are called
corporate communications officers, press
relations specialists, or advertisers.
The language of advertising has received the
most attention from academicians, the media,
and ordinary folks alike since advertising is
ubiquitous in our lives. Yet all writers convey
judgments about their subject and thereby
"slant" the subject toward one opinion or
another. Suasive diction is language that is
used to persuade a reader by the clever
manipulation of vocabulary.
Jeffrey Schrank's "The Language of Advertising
Claims" describes wonderfully the most common
techniques to use suasive language in
advertising:
the weasel claim,
the unfinished claim,
the "we're different and unique" claim,
the "water is wet" claim,
the "so what" claim,
the vague claim,
the endorsement or testimonial,
the scientific or statistical claim,
the "compliment the consumer" claim, and
the rhetorical question.
THE LANGUAGE
OF ADVERTISING CLAIMS
by Jeffrey Schrank
In the essay that follows, Jeffrey Schrank
gives a list of the techniques advertisers
employ to make claims for their products.
Written by a teacher, this selection should
serve as a tool: its classification of
advertisers' promises and claims can be used to
analyze and evaluate the fairness of the
language in many ads. As you read it, consider
additional ad claims that fit within each of
Schrank's categories.
Students, and many teachers, are notorious
believers in their immunity to advertising.
These naive inhabitants of consumerland believe
that advertising is childish, dumb, a bunch of
lies, and influences only the vast hordes of
the less sophisticated. Their own purchases are
made purely on the basis of value and desire,
with advertising playing only a minor
supporting role. They know about Vance Packard
and his "hidden persuaders" and the adwriter's
psychosell and bag of persuasive magic. They
are not impressed.
Advertisers know better. Although few people
admit to being greatly influenced by ads,
surveys and sales figures show that a
well-designed advertising campaign has dramatic
effects. A logical conclusion is that
advertising works below the level of conscious
awareness and it works even on those who claim
immunity to its message. Ads are designed to
have an effect while being laughed at,
belittled, and all but ignored.
A person unaware of advertising's claim on him
or her is precisely the one most defenseless
against the adwriter's attack. Advertisers
delight in an audience which believes ads to be
harmless nonsense, for such an audience is
rendered defenseless by its belief that there
is no attack taking place. The purpose of a
classroom study of advertising is to raise the
level of awareness about the persuasive
techniques used in ads. One way to do this is
to analyze ads in microscopic detail. Ads can
be studied to detect their psychological hooks,
they can be used to gauge values and hidden
desires of the common person, they can be
studied for their use of symbols, color, and
imagery.
But perhaps the simplest and most
direct way to study ads is through an analysis
of the language of the advertising claim. The
"claim" is the verbal or print part of an ad
that makes some claim of superiority for the
product being advertised. After studying
claims, students should be able to recognize
those that are misleading and accept as useful
information those that are true. A few of these
claims are downright lies, some are honest
statements about a truly superior product, but
most fit into the category of neither bold lies
nor helpful consumer information. They balance
on the narrow line between truth and falsehood
by a careful choice of words. This is
DICTION.
The reason so many ad claims fall into this
category of pseudo-information is that they are
applied to parity products, products in which
all or most of the brands available are nearly
identical. Since no one superior product
exists, advertising is used to create the
illusion of superiority. The largest
advertising budgets are devoted to parity
products such as gasoline, cigarettes, beer and
soft drinks, soaps, and various headache and
cold remedies.
The first rule of parity involves the Alice in
Wonderlandish use of the words "better" and
"best." In parity claims, "better" means "best"
and "best" means "equal to." If all the brands
are identical, they must all be equally good,
the legal minds have decided. So "best" means
that the product is as good as the other
superior products in its category. When Bing
Crosby declares Minute Maid Orange Juice "the
best there is" he means it is as good as the
other orange juices you can buy.
The word "better" has been legally interpreted
to be a comparative and therefore becomes a
clear claim of superiority. Bing could not have
said that Minute Maid is "better than any other
orange juice." "Better" is a claim of
superiority. "Sittin' On The Dock of the Bay"
is a better song than "Blue Suede Shoes." The
only time "better" can be used is when a
product does indeed have superiority over other
products in its category or when the better is
used to compare the product with something
other than competing brands. An orange juice
could therefore claim to be "better than a
vitamin pill," or even "the better breakfast
drink."
The second rule of advertising claims is simply
that if any product is truly superior, the ad
will say so very clearly and will offer some
kind of convincing evidence of the superiority.
If an ad hedges the least bit about a product's
advantage over the competition you can strongly
suspect it is not superior--may be equal to but
not better. You will never hear a gasoline
company say "we will give you four miles per
gallon more in your care than any other brand."
They would love to make such a claim, but it
would not be true. Gasoline is a parity
product, and, in spite of some very clever and
deceptive ads of a few years ago, no one has
yet claimed one brand of gasoline better than
any other brand.
To create the necessary illusion of
superiority, advertisers usually resort to one
or more of the following ten basic techniques.
Each is common and easy to identify.
1. THE WEASEL CLAIM
A weasel word is a modifier that practically
negates the claim that follows. The expression
"weasel word" is aptly named after the
egg-eating habits of weasels. A weasel will
suck out the inside of an egg, leaving it
appear intact to the casual observer. Upon
examination, the egg is discovered to be
hollow. Words or claims that appear substantial
upon first look but disintegrate into hollow
meaninglessness on analysis are weasels.
Commonly used weasel words include "helps" (the
champion weasel); "like" (used in a comparative
sense); "virtual" or "virtually"; "acts" or
"works"; "can be"; "up to"; "as much as";
"refreshes"; "comforts"; "tackles"; "fights";
"come on"; "the feel of"; "the look of"; "looks
like"; "fortified"; "enriched"; and
"strengthened."
Samples of Weasel Claims
"Helps control dandruff symptoms with regular
use." The weasels include "helps control," and
possibly even "symptoms" and "regular use." The
claim is not "stops dandruff."
"Leaves dishes virtually spotless." We have
seen so many ad claims that we have learned to
tune out weasels. You are supposed to think
"spotless," rather than "virtually" spotless.
"Only half the price of many color sets."
"Many" is the weasel. The claim is supposed to
give the impression that the set is
inexpensive.
"Tests confirm one mouthwash best against mouth
odor."
"Hot Nestlés cocoa is the very best." Remember
the "best" and "better" routine.
"Listerine fights bad breath." "Fights," not
"stops."
"Lots of things have changed, but Hershey's
goodness hasn't." This claim does not say that
Hershey's chocolate hasn't changed.
"Bacos, the crispy garnish that tastes just
like its name."
2. THE UNFINISHED CLAIM
The unfinished claim is one in which the ad
claims the product is better, or has more of
something, but does not finish the comparison.
Samples of Unfinished Claims
"Magnavox gives you more." More what?
"Anacin: Twice as much of the pain reliever
doctors recommend most." This claim fits in a
number of categories but it does not say twice
as much of what pain reliever.
"Supergloss does it with more color, more
shine, more sizzle, more!"
"Coffee-mate gives coffee more body, more
flavor." Also note that "body" and "flavor" are
weasels.
"You can be sure if it's Westinghouse." Sure of
what?
"Scott makes it better for you."
"Ford LTD--700% quieter."
When the FTC asked Ford to substantiate this
claim, Ford revealed that they meant the inside
of the Ford was 700% quieter than the
outside.
3. THE "WE'RE DIFFERENT AND UNIQUE" CLAIM
This kind of claim states that there is nothing
else quite like the product being advertised.
For example, if Schlitz would add pink food
coloring to its beer they could say, "There's
nothing like new pink Schlitz." The uniqueness
claim is supposed to be interpreted by readers
as a claim to superiority.
Samples of the "We're Different and Unique"
Claim
"There's no other mascara like it."
"Only Doral has this unique filter system."
"Cougar is like nobody else's car."
"Either way, liquid or spray, there's nothing
else like it."
"If it doesn't say Goodyear, it can't be
polyglas." "Polyglas" is a trade name
copyrighted by Goodyear. Goodrich or Firestone
could make a tire exactly identical to the
Goodyear one and yet couldn't call it
"polyglas"--a name for fiberglass belts.
"Only Zenith has chromacolor." Same as the
"polyglas" gambit. Admiral has solarcolor and
RCA has accucolor.
4. THE "WATER IS WET" CLAIM
"Water is wet" claims say something about the
product that is true for any brand in that
product category, (for example, "Schrank's
water is really wet.") The claim is usually a
statement of fact, but not a real advantage
over the competition.
Samples of the "Water is Wet" Claim
"Mobil: the Detergent Gasoline." Any gasoline
acts as a cleaning agent.
"Great Lash greatly increases the diameter of
every lash."
"Rheingold, the natural beer." Made from grains
and water as are other beers.
"SKIN smells differently on everyone." As do
many perfumes.
5. THE "SO WHAT" CLAIM
This is the kind of claim to which the careful
reader will react by saying "So What?" A claim
is made which is true but which gives no real
advantage to the product. This is similar to
the "water is wet" claim except that it claims
an advantage which is not shared by most of the
other brands in the product category.
Samples of the "So What" Claim
"Geritol has more than twice the iron of
ordinary supplements." But is it twice as much
beneficial to the body?
"Campbell's gives you tasty pieces of chicken
and not one but two chicken stocks." Does the
presence of two stocks improve the taste?
"Strong enough for a man but made for a
woman."
This deodorant claims says only that
the product is aimed at the female
market.
6. THE VAGUE CLAIM
The vague claim is simply not clear. This
category often overlaps with others. The key to
the vague claim is the use of words that are
colorful but meaningless, as well as the use of
subjective and emotional opinions that defy
verification. Most contain weasels.
Samples of the Vague Claim
"Lips have never looked so luscious." Can you
imagine trying to either prove or disprove such
a claim?
"Lipsavers are fun--they taste good, smell good
and feel good."
"Its deep rich lather makes hair feel good
again."
"For skin like peaches and cream."
"The end of meatloaf boredom."
"Take a bite and you'll think you're eating on
the Champs Elysées."
"Winston tastes good like a cigarette should."
"The perfect little portable for all around
viewing with all the features of higher priced
sets."
"Fleishman's makes sensible eating
delicious."
7. THE ENDORSEMENT OR TESTIMONIAL
A celebrity or authority appears in an ad to
lend his or her stellar qualities to the
product. Sometimes the people will actually
claim to use the product, but very often they
don't. There are agencies surviving on
providing products with testimonials.
Samples of Endorsements or Testimonials
"Joan Fontaine throws a shot-in-the-dark party
and her friends learn a thing or two."
"Darling, have you discovered Masterpiece? The
most exciting men I know are smoking it." (Eva
Gabor)
"Vega is the best handling car in the U.S."
This claim was challenged by the FTC, but GM
answered that the claim is only a direct quote
from Road and Track magazine.
8. THE SCIENTIFIC OR STATISTICAL CLAIM
This kind of ad uses some sort of scientific
proof or experiment, very specific numbers, or
an impressive sounding mystery ingredient.
Samples of Scientific or Statistical Claims
"Wonder Break helps build strong bodies 12
ways." Even the weasel "helps" did not prevent
the FTC from demanding this ad be withdrawn.
But note that the use of the number 12 makes
the claim far more believable than if it were
taken out.
"Easy-Off has 33% more cleaning power than
another popular brand." "Another popular brand"
often translates as some other kind of oven
cleaner sold somewhere. Also the claim does not
say Easy-Off works 33% better.
"Special Morning--33% more nutrition." Also an
unfinished claim.
"Certs contains a sparkling drop of Retsyn."
"ESSO with HTA."
"Sinarest. Created by a research scientist who
actually gets sinus headaches."
9. THE "COMPLIMENT THE CONSUMER" CLAIM
This kind of claim butters up the consumer by
some form of flattery.
Samples of the "Compliment the Consumer"
Claim
"We think a cigar smoker is someone
special."
"If what you do is right for you, no matter
what others do, then RC Cola is right for
you."
"You pride yourself on your good home
cooking...."
"The lady has taste."
"You've come a long way, baby."
10. THE RHETORICAL QUESTION
This technique demands a response from the
audience. A question is asked and the viewer or
listener is supposed to answer in such a way as
to affirm the product's goodness.
Samples of the Rhetorical Question
"Plymouth--isn't that the kind of car America
wants?"
"Shouldn't your family be drinking Hawaiian
Punch?"
"What do you want most from coffee? That's what
you get most from Hills."
"Touch of Sweden: could your hands use a small
miracle?"
PRONOUNS OF POWER AND SOLIDARITY
Plural pronouns like we, us, our, they, them,
and their for example have the ability to
suggest group or institutional authority. Those
pronouns can lend a certain degree of authority
to an individual writer by suggesting that the
individual has the authority to speak for the
entire group or institution as a whole. When a
writer uses a plural pronoun to foster a sense
of authority in the readers' minds, those
pronouns are called the pronouns of power.
Sometimes simple membership in a group is
sufficient to garner group authority for a
writer.
The Language of Certitude
Examples of the Language of Certitude - Word or
Phrase, Example, certain/certainly - Everyone
certainly needs to review the changes in the
code before trying the exam.
obvious/obviously - Obviously the democrats
will have a hard time raising money for the
next election.
clear/clearly - The evidence clearly points to
the fact that the defendant is guilty.
natural/naturally - It is only natural that men
behave in this manner.
of course - Of course the Roman Empire was
doomed from the start.
To use words like
certainly, obviously, and clearly is to use the
language of certitude. With the language of
certitude, a writer hopes to build a sense of
absolute certainty and confidence within a
reader's mind. That sense of confidence can
then be exploited by making the reader believe
something is true when in fact the writer has
presented no evidence in favor of the claim.
This is the principle of the language of
certitude. If you sound certain enough, if the
tone of your writing is confident and absolute,
then you have a good chance to persuade some
people without having to give them evidence or
reason. The language of certitude is deception
akin to the magician's sleight of hand. We
might call it, then, sleight of tongue. Words
and phrases like natural(ly), certain(ly),
obvious(ly), and clear(ly) appeal to those who
wish to persuade without the required evidence
to support the claim. Generally speaking,
become really suspicious if anyone tells you
that something is "obvious." The critical
reader will take this as a clue to examine the
evidence even more carefully.
Slanting, Slogans, and Clichés
Examples of Slanted Language, Elevating
diction, Neutral diction, Degrading
diction
DC's a physician.
DC's a
doctor.
DC's a quack.
DC's an
attorney.
DC's a lawyer.
DC's a
shyster.
To slant one's vocabulary means to
choose words that will elevate or denigrate the
subject in the minds of the readers. The word choice
expresses not only the facts about the
occupation under discussion but also expresses
the writer's feelings about that occupation.
Slanted diction does not apply just to
people though. We express our feelings about
any subject through our choice of vocabulary.
In a discussion of film, words like cinema,
film, and flick express the writer's underlying
feelings about the significance of film as art.
Words reveal our emotional attitude toward the
subject in addition to the factual information
we have to share about the subject. This is why
diction is one of the major components of tone.
Slogans are the use of a catch phrase to
help the reader remember the writer's message
succinctly. Slogans are most often associated
with politics and advertising. In an interview
with Brian Lamb on the C-Span show Booknotes,
William Lutz, Professor of English at Rutgers,
explains slogans and "double-speak" in detail
with wonderful examples. George Orwell's famous
essay "Politics and the English Language" is
still one of the best discussions ever to
articulate the problems of the cliché, the
slogan, and the dead metaphor in political and
academic writing. Orwell provides us all with
an example of how to read and write critically
and effectively.