Weasel Words - Propaganda in Advertising.
He demonstrates that by using choice words and shying away from parities, marketers can get away with making claims that cannot be substantiated. He labels this method of advertising doublespeak. He explains that advertisers use every word in their ads and research the legalities of their wordage, knowing that generalizations will most likely not be challenged. He lists many “weasel words”.
The fourth category of function that weasel words perform is to give the product an illusion of strength. “Fortified,” “enriched,” and “strengthened” are examples from Schrank’s list that fulfill this role. The fact that these words were formed from verbs makes them seem stronger and more action-oriented, as we mentioned above, but they also all relate to strength and power.
The frequency of using the weasel words can be observed not only in politics but in advertising as well. According to Hirschberg, “Of all the techniques advertisers use to influence what people believe and how they spend their money, none is more basic than the use of so-called weasel words that retract the meaning of the words they are next to just as a weasel sucks the meat out of egg.
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Professor Lutz s article With these Words I can sell you Anything describes many of the advertisement business tricks to draw consumers into buying their products. He describe the advertisers tricks as Weasel words, which are words that seem to mean one thing but really mean the opposit.
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