Samples of Unfinished Claims
“Magnavox gives you more.” More what?
“Anacin: Twice as much of the pain reliever doctors recommend most.” This claim fits in a number of categories but it does not say twice as much of what pain reliever.
“Supergloss does it with more color, more shine, more sizzle, more!”
“Coffee-mate gives coffee more body, more flavor.” Also note that “body” and “flavor” are weasels.
“You can be sure if it is Westinghouse.” Sure of what?
“Scott makes it better for you.”
“Ford LTD--700% quieter.”
When the FTC asked Ford to substantiate this claim, Ford revealed that they meant the inside of the Ford was 700% quieter than the outside.
3. The “we are different and unique” claim
This kind of claim states that there is nothing else quite like the product being advertised. For example, if Schlitz would add pink food coloring to its beer they could say, “There is nothing like new pink Schlitz.” The uniqueness claim is supposed to be interpreted by readers as a claim to superiority.
Samples of the “We are Different and Unique” Claim
“There is no other mascara like it.”
“Only Doral has this unique filter system.”
“Cougar is like nobody else’s car.”
“Either way, liquid or spray, there is nothing else like it.”
“If it does not say Goodyear, it cannot be polyglas.” “Polyglas” is a trade name copyrighted by Goodyear. Goodrich or Firestone could make a tire exactly identical to the Goodyear one and yet could not call it “polyglas”-a name for fiberglass belts.
“Only Zenith has chromacolor.” Same as the “polyglas” gambit. Admiral has solarcolor and RCA has accucolor.
4. The “water is wet” claim
“Water is wet” claims say something about the product that is true for any brand in that product category, (for example, “Schrank’s water is really wet.”) The claim is usually a statement of fact, but not a real advantage over the competition.
Samples of the “Water is Wet” Claim
“Mobil: the Detergent Gasoline.” Any gasoline acts as a cleaning agent.
“Great Lash greatly increases the diameter of every lash.”
“Rheingold, the natural beer.” Made from grains and water as are other beers.
“SKIN smells differently on everyone.” As do many perfumes.
5. The “so what” claim
This is the kind of claim to which the careful reader will react by saying “So What?” A claim is made which is true but which gives no real advantage to the product. This is similar to the “water is wet” claim except that it claims an advantage which is not shared by most of the other brands in the product category.
Samples of the “So What” Claim
“Geritol has more than twice the iron of ordinary supplements.” But is twice as much beneficial to the body?
“Campbell’s gives you tasty pieces of chicken and not one but two chicken stocks.” Does the presence of two stocks improve the taste?
“Strong enough for a man but made for a woman.” This deodorant claims says only that the product is aimed at the female market.
6. The vague claim
The vague claim is simply not clear. This category often overlaps with others. The key to the vague claim is the use of words that are colorful but meaningless, as well as the use of subjective and emotional opinions that defy verification. Most contain weasels.
Samples of the Vague Claim
“Lips have never looked so luscious.” Can you imagine trying to either prove or disprove such a claim?
“Lip savers are fun-they taste good, smell good and feel good.”
“Its deep rich lather makes hair feel good again.”
“For skin like peaches and cream.”
“The end of meatloaf boredom.”
“Take a bite and you will think you are eating on the Champs Elysées.”
“Winston tastes good like a cigarette should.”
“The perfect little portable for all around viewing with all the features of higher priced sets.”
“Fleishman’s makes sensible eating delicious.”
7. The endorsement or testimonial
A celebrity or authority appears in an advertising to lend his or her stellar qualities to the product. Sometimes the people will actually claim to use the product, but very often they do not. There are agencies surviving on providing products with testimonials.
Samples of Endorsements or Testimonials
“Joan Fontaine throws a shot-in-the-dark party and her friends learn a thing or two.”
“Darling, have you discovered Masterpiece? The most exciting men I know are smoking it.” (Eva Gabor)
“Vega is the best handling car in the U.S.” This claim was challenged by the FTC, but GM answered that the claim is only a direct quote from Road and Track magazine.
8. The scientific or statistical claim
This kind of ad uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.
Samples of Scientific or Statistical Claims
“Wonder Break helps build strong bodies 12 ways.” Even the weasel “helps” did not prevent the FTC from demanding this advertising 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.
“Special Morning-33% more nutrition.” Also an unfinished claim.
“Certs contains a sparkling drop of Retsyn.”
“ESSO with HTA.”
“Sinarest. Created by a research scientist who actually gets sinus headaches.”
9. The “compliment the consumer” claim
This kind of claim butters up the consumer by some form of flattery.
Samples of the “Compliment the Consumer” Claim
“We think a cigar smoker is someone special.”
“If what you do is right for you, no matter what others do, then RC Cola is right for you.”
“You pride yourself on your good home cooking....”
“The lady has taste.”
“You’ve come a long way, baby.”
10. The rhetorical question
This technique demands a response from the audience. A question is asked and the viewer or listener is supposed to answer in such a way as to affirm the product’s goodness.
Samples of the Rhetorical Question
“Plymouth-isn’t that the kind of car America wants?”
“Shouldn't your family be drinking Hawaiian Punch?”
“What do you want most from coffee? That’s what you get most from Hills.”
“Touch of Sweden: could your hands use a small miracle?” [17, 86].
Use of first and second personal pronouns
Pronouns of the first and second person: “we”, “i” and “you” outnumber the other pronouns in advertisements. It is because that “you”, “we” and “i” help create a friend-like intimate atmosphere to move and persuade the audience. Advertisements with lots of pronouns of the first and second person are called gossip advertisements. Here, gossip has not the least derogative meaning. It originates from old English god sib, meaning friendly chats between women. Advertisements that go like talking with friends closely link the advertisement and the audience. The audience will easily accept a product, a service or an idea as if a good friend recommended them. The use of second person addressee “you” tends to shorten the distance between the product or the producer and consumers, as if the producer or the ad is speaking to you face to face, making sincere promises, honest recommendations. In so doing, the advertisement slogans stand a better chance to move the receiver or customers to action, because the receiver feels that he is being thought of and taken care of and he is the center point of the producers.
For example:
(1) ford: the choice is yours. The honor is ours.
This headline is from the ford motor, where the manufacturer put itself in a very humble position therefore it makes the readers feel they are respectable and higher in status.
(2) hyundai: always there for you.
(3) nestle milo: bring out the champion in you.
The use of first person addresser “we” and “us” is the most direct way to tell the receiver what the sponsor of an advertisement slogan stands for, his idea, his view, and his credit. It is a little bit like a self-introduction to the potential customers to let them know you, recognize you, believe you and trust you. For example,
(4) avis rent a car: we try harder.
(5) fed ex: we live to deliver.
(6) yamaha: every time we race, you win.
It is for yamaha electronic organ. It implies no matter how fierce the competition is, the customer is always getting benefits.
(7) prime cuts hair saloon: we will give you a permanent without making waves in your budget.
This is the advertisement of prime cuts hair salon, which shows the service there is satisfactory and not expensive.
Use of Emotive or Evaluative Adjectives or Adjectival Phrases
Such words can stimulate envy, dreams and desires by evoking looks, touch, taste, smell, and sounds without actually misrepresenting a product. Among the adjectives, “new” is probably the favorite one. According to the research of choice of words in advertising by linguist G. N. Leech, the most frequently used 20 words are:
1.new
2.good/best
3.free
4.fresh
5.delicious
6.full
7.sure
8.clean
9.wonderful
10.special
11.crisp
12.fine
13.big
14.great
15.real
16.easy
17.bright
18.extra
19.safe
20.rich
[18,77].
Among these words, “new” is the most common one, which shows people’s desire for original idea and fresh concept. An American advertising expert once said, “The most powerful words you can use in a headline are free and new.”
For example:
(1) Introducing New Sure Roll-on with the most effective anti-perspirant formula you can buy. Nothing will keep you drier. (Anti-perspirant lotion)
(2)Make money on no money... With Jacobsen’s new dealer plan.
(3)With the new Snapper “high vacuum” rider, I can really mow down the competition.
(4) New! Glamorwear catalogue!
(5) We would never say the new Audi 100 is the best in its class. We do not have to.
(6) Beautiful writing instruments that are the epitome of elegance. Peerless accessories for the innate sophisticate. Each pen and pencil is an original work of art. Innovative designs presented exclusively for those who appreciate only the very best [19].
Use of Technical Terms and Scientific Sounding Words
In the advertisements of electrical appliances, especially exquisite instruments, such as photocopiers, digital videos, digital televisions, we can see lots of technical terms we have not even heard of. Using of these words helps to leave an impression of professional and advanced in the technical field. For example:
This is the advertisement of Minolta color copier, in which LIMOS (Laser Intensity Modulation System) is the technical term and sounds very professional. People may not know the exact meaning of it, but they may consider it scientific and trustworthy. See another example:
2. Just as there is a multitude of ways to see the world around us, there is one camera that puts all the possibilities within our reach. The Olympus IS-1000.
Its sleek, revolutionary All-In-One design. The built-in 35 mm-135mm 4x power zoom lens equipped with ED (Extraordinary Dispersion) glass. A powerful built-in flash system rated at GN20 and a spectrum of features so extensive photographic creativity is at your command.
Use of Negative Words
Admen often use negative words such as no, none, nothing, never, etc. to show the uniqueness and unparalleled quality of the product. For example:
(1) Opium: Never has a perfume provoked such emotion.
(2) Purina Dog Meal: No other dog food, dry or canned, gives your dog the muscle and bone building nutrition plus, the extra feeling----fit portion protein of Purina High Protein Dog Meal.
(3) Diamond: A diamond engagement ring shows your love as nothing else can.
Use of Inclusive Words
Apart from negative words, the admen are also fond of the inclusive words such as all, every, always, etc. to indicate that the reference is universal. For example,
(1) Coca-Cola: Always Coca-Cola.
(2) Pantene Styler: And they’ve got everything you need: Normal and Extra Firm Hold Mousses and Hairsprays, and a terrific Gel.
Use of Compound Words
Compound words can be seen almost anywhere in advertisement. A compound word can be composed of all parts of speech and the arranging of words is very flexible, therefore admen can fully take the advantage of it and make the ad copy more creative. A compound word in ad can be a. + n.; adv. + n.; v + ing + a; n + v + ed; adv + v. + ing.
For example,
a. + n. first class
adv. + n. up-to-the-minute cycling
v + ing + a shining-clean
piping-hot coffee
n + v + ed home-made
honey-coated sugar puffs
chocolate-flavored cereal
adv + v. + ing fast-foaming new S.P
(1) It’s an easy-to-load, drop-in correction tape you can insert in mere seconds.
(2) Beautiful wash-in-wash-out color that is hypoallergenic.
Use of Coined Words
Coined words are both new and memorable. Coined words are kind of smart words that have special meaning in the specified context. They can raise the interests of the ad headline receivers, make them ponder upon the meaning and marvel at the smart idea of the admen. By so doing, they recognize the brand.
For example:
(1) Hotel: TWOGETHER. The ultimate all inclusive one price sunkissed holiday.
(2) Food: What could be dilisher than fisher?
(3) Louis Vuitton: Epileather.
(4) Burton Menswear: Everywear.
(5) Gordon’s & Tonic: Innervigoration.
(6) Cosmopolitan: Be Cointreauversial [20].
In the words of the renowned advertising pioneer, William Bernbach, “The truth is not the truth until people believe you, and they cannot believe you if they do not know what you are saying, and they cannot know what you are saying if they do not listen to you, and they would not listen to you if you are not interesting unless you say things imaginatively, originally, freshly”. Therefore the novelty and freshness of advertising language is justified for the purpose of attracting people’s attention, winning their trust and swaying their thinking. In this thesis, there is a presentation of abundant excellent advertising examples from the corpus, including business advertisements, institutional advertisements, corporate identity advertisement etc. After studying all the examples and consulting the previous study of many linguists from home and abroad, the writer wrote this thesis of the advertising language, in the hope of presenting the linguistic features and artful devices from both macro- and micro-scopic aspects. Prior to the discussion of the linguistic features of each parts of advertisement, this thesis has been dedicated to the detailed treatment of the study background and a survey of previous studies on advertising language, as well as the overview about the advertisement knowledge. In the following parts, the thesis presents the features about advertising claims from a macroscopic view, and the rhetorical features in advertising language.
Several limitations of this thesis should be pointed out. Firstly, advertising language is such a science which has extensive knowledge and profound scholarship, and it is far beyond my ability to make much contribution to the study of it. All the discussions here are just an attempt to explore the elegant mystery of language. Secondly, in the discussion of the lexical, syntactic and rhetoric features of advertising language, there are doubtlessly more points deserving presentation and the author might not be diametrically perfect and comprehensive, which invite insightful correction from professors.
Thus advertising is not, as might superficially be supposed, a single language in the sense that a language has particular identifiable constituent parts and its words are predetermined. The components of advertisements are variable and not necessarily all part of one language or social discourse. Advertisements rather provide a structure which is capable of transforming the language of objects to that of people, and vice versa [1, 168].