Language of Advertising Language of Advertising ClaimsClaims

Let the Buyer BewareLet the Buyer Beware

Taken from http://sunset.backbone.olemiss.edu/~egjbp/comp/ad-claims.html

The Weasel ClaimThe Weasel Claim

""HelpsHelps controlcontrol dandruff dandruff symptomssymptoms with with regular useregular use." ." The claim is not "stops The claim is not "stops dandruff." dandruff."

"Leaves dishes "Leaves dishes virtuallyvirtually spotless." You are supposed spotless." You are supposed to think "spotless," rather to think "spotless," rather than "virtually" spotless. than "virtually" spotless.

"Listerine "Listerine fightsfights bad breath." bad breath." "Fights," not "stops.""Fights," not "stops."

Words or claims that look substantial at first glance; BUT look at them closer, and they really don’t “say” anything.

Words like helps" "like" "virtual" "acts" "can be"; "up to"; "as much as"; "refreshes"; "comforts"; "tackles"; "fights"; "looks like"; "fortified"; "enriched"; and "strengthened."

The Unfinished ClaimThe Unfinished Claim "Magnavox gives you "Magnavox gives you

more." More what? more." More what? "Anacin: Twice as "Anacin: Twice as

much of the pain much of the pain reliever doctors reliever doctors recommend most." recommend most." This claim fits in a This claim fits in a number of categories number of categories but it does not say but it does not say twice as much of what twice as much of what painpain

"You can be sure if it's "You can be sure if it's Westinghouse." Sure Westinghouse." Sure of what? of what?

""

The ad claims the The ad claims the product is better, or product is better, or has more of has more of something, but does something, but does not finish the not finish the comparison. comparison.

We’re Different but UniqueWe’re Different but Unique

Used to proclaim or infer superiorityUsed to proclaim or infer superiority

•There's no other mascara like it." •"Cougar is like nobody else's car.“•"Only Zenith has chromacolor."

What they don’t tell you is that Admiral has solarcolor and RCA has accucolor which is the same thing as chormacolor, just a different name.

Water is Wet ClaimWater is Wet Claim

The claim is usually a The claim is usually a statement of fact, but statement of fact, but not a real advantage not a real advantage over the competition. over the competition.

ExamplesExamples "Mobil: the Detergent "Mobil: the Detergent

Gasoline." (Any gasoline Gasoline." (Any gasoline acts as a cleaning acts as a cleaning agent.) agent.)

"Great Lash greatly "Great Lash greatly increases the diameter increases the diameter of every lash."of every lash."

““So What” Claim?So What” Claim? A claim is made which is A claim is made which is

true but which gives no true but which gives no real advantage to the real advantage to the product. product.

Geritol has more than twice Geritol has more than twice the iron of ordinary the iron of ordinary supplements." But is twice supplements." But is twice as much beneficial to the as much beneficial to the body? body?

"Campbell's gives you tasty "Campbell's gives you tasty pieces of chicken and not pieces of chicken and not one but two chicken one but two chicken stocks." Does the presence stocks." Does the presence of two stocks improve the of two stocks improve the taste? taste?

"Strong enough for a man "Strong enough for a man but made for a woman." but made for a woman." This deodorant claims says This deodorant claims says only that the product is only that the product is aimed at the female aimed at the female market.market.

Vague ClaimVague Claim

Vague Claim is not clear; uses colorful but Vague Claim is not clear; uses colorful but meaningless wordsmeaningless words

ExamplesExamples Lips have never looked so luscious." Can you Lips have never looked so luscious." Can you

imagine trying to either prove or disprove such imagine trying to either prove or disprove such a claim? a claim?

"Its deep rich lather makes hair feel good "Its deep rich lather makes hair feel good again." again."

"For skin like peaches and cream." "For skin like peaches and cream." "The end of meatloaf boredom." "The end of meatloaf boredom."

The Scientific or Statistical The Scientific or Statistical ClaimClaim

This kind of ad uses some sort of This kind of ad uses some sort of scientific proof or experiment, very scientific proof or experiment, very specific numbers, or an impressive specific numbers, or an impressive sounding mystery ingredient.sounding mystery ingredient.

"Wonder Bread helps build strong bodies 12 ways." The FTC demanded 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.

Compliment the Consumer Compliment the Consumer ClaimClaim

““If what you do is right for you, no If what you do is right for you, no matter what others do, then RC Cola matter what others do, then RC Cola is right for you." is right for you."

"You pride yourself on your good "You pride yourself on your good home cooking...." home cooking...."

"The lady has taste.""The lady has taste."

The Rhetorical QuestionThe Rhetorical Question

This technique This technique demands a response demands a response from the audience. A from the audience. A question is asked and question is asked and the viewer or listener the viewer or listener is supposed to answer is supposed to answer in such a way as to in such a way as to affirm the product's affirm the product's goodness.goodness.

"Plymouth--isn't that "Plymouth--isn't that the kind of car the kind of car America wants?" America wants?"

"Shouldn't your family "Shouldn't your family be drinking Hawaiian be drinking Hawaiian Punch?" Punch?"

"What do you want "What do you want most from coffee? most from coffee? That's what you get That's what you get most from Hills." most from Hills."

"Touch of Sweden: "Touch of Sweden: could your hands use could your hands use a small miracle?"a small miracle?"

Other TacticsOther Tactics

BandwagonBandwagon OmissionOmission TestimonialTestimonial Name CallingName Calling HumorHumor RepetitionRepetition SalienceSalience

Selective Selective Editing/EmotionalEditing/Emotional

ImageImage Brand Name Brand Name

RecognitionRecognition ScalingScaling PackagingPackaging