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- Weasel words: modifier that practically negates the claim that follows. These are words that appear substantial but don't mean anything
- examples: The feel of, the look of, enriched, fortified, strengthens, helps
- Unfinished claim: claims that the product is better or has more of something but does not finish the comparison
- example: "you can be sure it's Westinghouse" sure of what?
"We're unique" claim
- We're unique: claim states that there is nothing else quite like the product being advertised. The uniqueness is interpreted to be superior
- example: "if it doesn't say Goodyear, it can't be polyglass!"
So what claim
- So what claim: reader reacts by saying "so what"
- example: Geritol has more than twice the iron supplements
Endorsement or testimonial
- Endorsement or testimonial: celebrity appears in ad to lend stellar qualities to their product. Most times the people do not even use the product.
- ex. Michael Jordan selling shoes
Scientific or statistical claims
- Scientific or statistical claims: scientific proof or experiment very specific numbers
- "easy off has 33% more cleaning power than another popular brand"
Flattery or compliments
- Flattery or compliments: advertisers appeal to thr buyer's vanity by implying that beautiful or smart people buy their products.
- "we think a cigarette smoker is someone special"
- Special offer: offers a discount, coupon or free gift or enticement
- "buy 6 bagels get 1 free"
Plain folks: people just like you use that product
Bandwagon: advertiser tries to make you feel everybody has this product and if you don't have it too you'll be left out
Repetition: a products name or catchphrase is repeated over and over with goal in mind of having it stick in the viewers mind
- An appeal to credibility or character
- Often involves statistics from reliable sources
- Tries to convince you that the company is more reliable, honest, and credible
- Ex. 9 out of 10 dentists recommend crest
- An appeal to logic or reason
- Will give you evidence and statistics you need to fully understand what the product does
- An appeal to emotion (pull heart strings)
- Sometimes will appeal positively; other times will appeal negatively