The most frequently used words used in today's advertising are “New and Improved” according to author William Lutz. Lutz is a retired English professor who wrote this excerpt from his book Doublespeak.His primary purpose in this text is to uncover and unfold secret details of the rhetorical strategies of advertisers that often conceal the true product or embellish its effectiveness. 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, doublespeak and unfinished words.
Professor Lutz first starts off by telling us the definition of “weasel words” which was named after the weasel who steals egg yolks right from under the nose of the unsuspecting hen , which appear to have meaning, one thing is said but you really mean the opposite, or nothing at all. He then goes on to explain some of the examples of weasel words. One is “help” which is actually the number one weasel word according to Lutz, “Help only means to aid or assist, nothing more”(Lutz 197). He goes on to say that most advertisers use the word help to catch the consumer's eye, they start to believe that the product will actually “help” when in fact the ad does not claim it will do anything at all. The ad only claims it will relieve not cure. Another weasel word that Lutz talks about is “New and improved” which he claims is the most frequently used term in advertising. He explains that legally, for products to be able to say they're “new” they have to at least under six months old. To lawfully use this word, “a product must have undergone a material functional change”, he states. To claim the words “New and Improved” and actually have that label, companies usually change or add one small detail about the product.He states two other “weasel words” like “acts” and “works” which he says “bring action to the product and to the advertising claim”.(Lutz 201) Mr. Lutz then goes on to explain to us what the doublespeak means. “Doublespeak is a language that avoids or shifts responsibility, language that is at variance with its real or purported meaning. It is a language that conceals or prevents thoughts; rather than extending thought doublespeak limits it. Double speak is not just a matter of subjects and verbs agreeing; it is a matter of words and facts agreeing. Basic to doublespeak is incongruity, the incongruity of what is …show more content…
Lutz talks about unfinished words, he says that “ Unfinished words are a kind of “up to” claim in advertising”. Lutz is trying to tell the consumers that when advertises use the “up to” words they are trying to appear as if the product is trying to promise so much. The purpose that Lutz is trying to get across is that we as the consumers should pay attention to what the ad is really saying. The man and or women who make the ad are just trying to figure out a way to get your attention. When you see the words “ twice as much” or “ up to twice as long” and so on; that means the advertiser is wanting you to finish that sentence with your own words. Once you do that then the product from that ad can mean so many different things to all people and the product isn't really promising
Professor Lutz first starts off by telling us the definition of “weasel words” which was named after the weasel who steals egg yolks right from under the nose of the unsuspecting hen , which appear to have meaning, one thing is said but you really mean the opposite, or nothing at all. He then goes on to explain some of the examples of weasel words. One is “help” which is actually the number one weasel word according to Lutz, “Help only means to aid or assist, nothing more”(Lutz 197). He goes on to say that most advertisers use the word help to catch the consumer's eye, they start to believe that the product will actually “help” when in fact the ad does not claim it will do anything at all. The ad only claims it will relieve not cure. Another weasel word that Lutz talks about is “New and improved” which he claims is the most frequently used term in advertising. He explains that legally, for products to be able to say they're “new” they have to at least under six months old. To lawfully use this word, “a product must have undergone a material functional change”, he states. To claim the words “New and Improved” and actually have that label, companies usually change or add one small detail about the product.He states two other “weasel words” like “acts” and “works” which he says “bring action to the product and to the advertising claim”.(Lutz 201) Mr. Lutz then goes on to explain to us what the doublespeak means. “Doublespeak is a language that avoids or shifts responsibility, language that is at variance with its real or purported meaning. It is a language that conceals or prevents thoughts; rather than extending thought doublespeak limits it. Double speak is not just a matter of subjects and verbs agreeing; it is a matter of words and facts agreeing. Basic to doublespeak is incongruity, the incongruity of what is …show more content…
Lutz talks about unfinished words, he says that “ Unfinished words are a kind of “up to” claim in advertising”. Lutz is trying to tell the consumers that when advertises use the “up to” words they are trying to appear as if the product is trying to promise so much. The purpose that Lutz is trying to get across is that we as the consumers should pay attention to what the ad is really saying. The man and or women who make the ad are just trying to figure out a way to get your attention. When you see the words “ twice as much” or “ up to twice as long” and so on; that means the advertiser is wanting you to finish that sentence with your own words. Once you do that then the product from that ad can mean so many different things to all people and the product isn't really promising