Weasel Words: Intriguing, but Deceptive
I will put in an honest effort while writing this and create a wonderful essay. This sounds like a claim that assures the reader they are about read something that is of great literary merit, but is only a vague claim, if carefully dissected. The problem with the claim is that I fail to explain what I consider ‘honest effort’ and ‘a wonderful essay.’ This opening sentence is called weasel words and is one of advertiser’s favorite hooks. Weasel words are meant to give an impression that what is being said is something extremely meaningful, when in fact they only create a vague claim. They allow a company or politician to state a claim that requires no scientific support or data as long as ambiguous phrases are used even though they can be molded to imply whatever the advertiser desire. Four television ads will be examined to see how weasel words are used to try to convince an audience that a product is extremely vital to their daily life, but actually tell viewers very little about said product.
The first commercial was created by the Wendy’s fast food chain to advertise their new line of ‘Dave’s Hot and Juicy Hamburgers’. The commercial claims that these new burgers are always made ‘hot’ and
‘juicy’ and use ‘new premium toppings’. These terms are considered weasel words, because the advertisers do not
explain what is considered hot, juicy, new, or premium and fail to offer a comparison to any other food to clarify these claims. However, this advertisement works because its target audience is enticed because the images of the burgers are coupled with these weasel words, so they lead their viewers to conclude that the two aspects of the ad are intertwined
and try to make these ‘Hot and Juicy’ burgers appetizing to the public. As Jeffery Schrank, a professor at Ole Miss and a writer who focuses on the impact that advertisements have on consumers, points out, “A person unaware of advertising's claim on him or her is precisely the one most defenseless against the adwriter's attack.” Using this strategy, Wendy’s is able to prevent the audience from seeing through these weasel words and becomes able to attract customers to buy their
product. I believe that Wendy’s is very clever about their diction in the commercial. By using words that are synonymous with great tasting food, they make their audience believe that they will love the new product, even though they never specifically claim that everyone who buys their new burger will enjoy it. Many other companies employ this technique to help advertise their products.
‘juicy’ and use ‘new premium toppings’. These terms are considered weasel words, because the advertisers do not
explain what is considered hot, juicy, new, or premium and fail to offer a comparison to any other food to clarify these claims. However, this advertisement works because its target audience is enticed because the images of the burgers are coupled with these weasel words, so they lead their viewers to conclude that the two aspects of the ad are intertwined
and try to make these ‘Hot and Juicy’ burgers appetizing to the public. As Jeffery Schrank, a professor at Ole Miss and a writer who focuses on the impact that advertisements have on consumers, points out, “A person unaware of advertising's claim on him or her is precisely the one most defenseless against the adwriter's attack.” Using this strategy, Wendy’s is able to prevent the audience from seeing through these weasel words and becomes able to attract customers to buy their
product. I believe that Wendy’s is very clever about their diction in the commercial. By using words that are synonymous with great tasting food, they make their audience believe that they will love the new product, even though they never specifically claim that everyone who buys their new burger will enjoy it. Many other companies employ this technique to help advertise their products.
The next advertisement was produced by Longhorn Steakhouse to advertise their new shrimp and sirloin entrées. In the commercial, Longhorn describes their steak as ‘juicy sirloins’ and that it is topped with ‘tender lobster.’ Once again,
Longhorn Steakhouse uses weasel words to attempt to get more customers into their stores and eating these entrées.
They don’t explain what they consider to be juicy or what their definition of tender is during their commercial. This advertisement works, because they use words that are synonymous with appetizing food and because they don’t say
what they consider to be tender or juicy, Longhorn is able to obtain the interest of its audience. By using words like these, Schrank explains that it gives the appearance that their product is slightly better than their competitors, even though “no one superior product exists, advertising is used to create the illusion of superiority.” This advertising technique allows
Longhorn Steakhouse to draw in an audience that wants a delicious lobster or a juicy steak, even though they never guarantee that all of their audience will enjoy their new products. However, companies in the restaurant industry are not the only advertisers that implement this misleading technique.
Longhorn Steakhouse uses weasel words to attempt to get more customers into their stores and eating these entrées.
They don’t explain what they consider to be juicy or what their definition of tender is during their commercial. This advertisement works, because they use words that are synonymous with appetizing food and because they don’t say
what they consider to be tender or juicy, Longhorn is able to obtain the interest of its audience. By using words like these, Schrank explains that it gives the appearance that their product is slightly better than their competitors, even though “no one superior product exists, advertising is used to create the illusion of superiority.” This advertising technique allows
Longhorn Steakhouse to draw in an audience that wants a delicious lobster or a juicy steak, even though they never guarantee that all of their audience will enjoy their new products. However, companies in the restaurant industry are not the only advertisers that implement this misleading technique.
Trident gum created a commercial where they claim that chewing Trident ‘helps fight cavities’. By using the words ‘helps’and ‘fight’, Trident isn’t legally making a medical claim that their gum will prevent cavities, through the utilization of these weasel words, Trident implies that their gum will greatly assist in the prevention of cavities. The reason this
advertisement works is that they create the illusion that their product will prevent cavities without legally claiming something that they can’t prove. As Schrank points out in markets where “products in which all or most of the brands available are nearly identical” create the necessity for companies to try to create an advantage through their
advertisements. Due to their use of weasel words in their advertisements, Trident uses terms that imply that their product is actively combatting cavities, while in fact Trident may be doing nothing to benefit the consumer’s mouth. I really appreciate the crafty way they deliver the wording in the commercial. They use two cute kids to say that they’re ‘fighting cavities’, which are weasel words that might be more recognizable if they are said by adults. They ingeniously use children to say their weasel words to prey on the emotional side of viewers. By implying, without clearly stating it to be fact, that Trident assists the prevention of cavities, the commercial is successful.
advertisement works is that they create the illusion that their product will prevent cavities without legally claiming something that they can’t prove. As Schrank points out in markets where “products in which all or most of the brands available are nearly identical” create the necessity for companies to try to create an advantage through their
advertisements. Due to their use of weasel words in their advertisements, Trident uses terms that imply that their product is actively combatting cavities, while in fact Trident may be doing nothing to benefit the consumer’s mouth. I really appreciate the crafty way they deliver the wording in the commercial. They use two cute kids to say that they’re ‘fighting cavities’, which are weasel words that might be more recognizable if they are said by adults. They ingeniously use children to say their weasel words to prey on the emotional side of viewers. By implying, without clearly stating it to be fact, that Trident assists the prevention of cavities, the commercial is successful.
The Michelin tire company used an animated ad campaign to introduce their new Michelin Energy Saver A/S tires. In the ad they stake the claim that these new tires ‘can help save up to 109 gallons of fuel’ over the life of these tires. They provide no scientific data or testing to support either of these claims that they formulated, but since they used ambiguous terms, legally they don’t need to have scientific data. This commercial is successful due to its claim that it will improve the safety of the viewer’s car and that it will save the viewer gas and money with the purchase of these tires. Schrank illustrates that these types of claims “create the necessary illusion of superiority” without actually providing evidence to support their claim. They fail to provide any evidence at all that Michelin tires are better than they’re competitors in any substantial way, but due to the vagueness of the claim, consumers see that there are potential benefits from the purchase of these tires. Michelin is able to appeal to a consumer’s rational aspect, because even if their tires may do
nothing at all to help save gas, when a consumer is buying new tires, they’ll be inclined to purchase these tires, because they can save money. Michelin is able to convey a sense of safety and frugality in their commercial without support, granting it the power to be successful.
nothing at all to help save gas, when a consumer is buying new tires, they’ll be inclined to purchase these tires, because they can save money. Michelin is able to convey a sense of safety and frugality in their commercial without support, granting it the power to be successful.
Words in advertising are always carefully selected, so as the consumer doesn't notice what is actually being stated. They carefully dance around claims that could create legal trouble, while at the same time, trying to create an advantage over their competition Commercials are now designed to imply that their content is crucial to all consumers without crossing the line of legality. Weasel words give advertisers the ability to imply the practicality or necessity of a service or good through their claim, but never make a claim that their product is superior to another product.
Works Cited Page
“Wendy's - YouTube.” Advertisement. Www.youtube.com. Web http://www.youtube.com/watch?v=2GVs00xkoiE.
"Longhorn Steakhouse -YouTube." YouTube - Broadcast Yourself. Web. 18 Oct. 2011. <http://www.youtube.com/watch?v=IxRxcYpu0nU>. (2nd commercial)
“Trident – YouTube” Web. < http://www.youtube.com/watch?v=AejgQm7nLl>.
“Michelin Energy Saver - Reklama -YouTube." YouTube - Broadcast Yourself. Web. 18 Oct. 2011. < http://www.youtube.com/watch?v=rmTi05Mn9xw>.
Library Services. Web. 18 Oct. 2011. < http://go.galegroup.com.ezproxy.fgcu.edu/ps/retrieve.do?sgHitCount>.
"HANDOUT: The Language Of Advertising Claims." The University of Mississippi. Web. 18 Oct. 2011. < http://home.olemiss.edu/~egjbp/comp/ad-claims.html>.
"Deceptive Advertising: Crossing the Line | EconEdLink." Economic Lesson Plans, Personal Finance Lesson Plans and Resources for Educators, Students and Afterschool Providers | EconEdLink. Web. 18 Oct. 2011.< http://www.econedlink.org/lessons/index.php?lid=663>.
“Wendy's - YouTube.” Advertisement. Www.youtube.com. Web http://www.youtube.com/watch?v=2GVs00xkoiE.
"Longhorn Steakhouse -YouTube." YouTube - Broadcast Yourself. Web. 18 Oct. 2011. <http://www.youtube.com/watch?v=IxRxcYpu0nU>. (2nd commercial)
“Trident – YouTube” Web. < http://www.youtube.com/watch?v=AejgQm7nLl>.
“Michelin Energy Saver - Reklama -YouTube." YouTube - Broadcast Yourself. Web. 18 Oct. 2011. < http://www.youtube.com/watch?v=rmTi05Mn9xw>.
Library Services. Web. 18 Oct. 2011. < http://go.galegroup.com.ezproxy.fgcu.edu/ps/retrieve.do?sgHitCount>.
"HANDOUT: The Language Of Advertising Claims." The University of Mississippi. Web. 18 Oct. 2011. < http://home.olemiss.edu/~egjbp/comp/ad-claims.html>.
"Deceptive Advertising: Crossing the Line | EconEdLink." Economic Lesson Plans, Personal Finance Lesson Plans and Resources for Educators, Students and Afterschool Providers | EconEdLink. Web. 18 Oct. 2011.< http://www.econedlink.org/lessons/index.php?lid=663>.