With These Words I Can Sell You Anything Analysis
In “With These Words I Can Sell You Anything”, William Lutz describes how advertisers trick people into buying their products by using weasel words, which are words that “appear to be making a claim for a product when in fact they are making no claim at all” (49). He suggests to examine these words carefully and see how hollow they actually are. He then goes on by providing numerous examples of weasel words such as “help” and “virtually”. Lastly, He suggests consumers to ask themselves for the denotation meaning of the words and find out what the ad is really saying before committing buying the products.
The “Neutrogena Rapid Clear® 2-in-1 Fight & Fade Gel” advertisement introduces a gel for treating acne and post-acne scars. Starting from …show more content…
As mentioned above, this product uses made-up words to get customers’ attention. But these words does not have any meaning. The name of this product, “Rapid Clear®” is trademarked, which means it’s most likely an invented word by the company that tries to make the product sound impressive. But in reality, “rapid clear” doesn’t make sense. The literal meaning of “rapid” is something happening quickly. Then it raises question, how fast is “rapid?” To some people, rapid change is a blink of eye while the others might think it takes several days. Also, what is the meaning of “clear?” For some people, “clear” just simply means not having any dirt on their face. But for others, “clear” might mean not having any blemish at all, that their skin has to be smooth, healthy and even without any acne or scars. Therefore, the phrase “Rapid Clear®” doesn’t have any meaning. Another word “MicroClear™” is also trademarked, which is also meaningless. This product claims to have used “MicroClear™” technology with the gel. But what is “MicroClear™”? What does it do? The word “micro” means extremely small. When customers read this made-up word, they assume that this product can clear even the smallest blemish on their face. But this is not true. How can customers know that their face is extremely clear when they can’t even see it with their eyes? This word sounds appealing but it is another meaningless made-up
The “Neutrogena Rapid Clear® 2-in-1 Fight & Fade Gel” advertisement introduces a gel for treating acne and post-acne scars. Starting from …show more content…
As mentioned above, this product uses made-up words to get customers’ attention. But these words does not have any meaning. The name of this product, “Rapid Clear®” is trademarked, which means it’s most likely an invented word by the company that tries to make the product sound impressive. But in reality, “rapid clear” doesn’t make sense. The literal meaning of “rapid” is something happening quickly. Then it raises question, how fast is “rapid?” To some people, rapid change is a blink of eye while the others might think it takes several days. Also, what is the meaning of “clear?” For some people, “clear” just simply means not having any dirt on their face. But for others, “clear” might mean not having any blemish at all, that their skin has to be smooth, healthy and even without any acne or scars. Therefore, the phrase “Rapid Clear®” doesn’t have any meaning. Another word “MicroClear™” is also trademarked, which is also meaningless. This product claims to have used “MicroClear™” technology with the gel. But what is “MicroClear™”? What does it do? The word “micro” means extremely small. When customers read this made-up word, they assume that this product can clear even the smallest blemish on their face. But this is not true. How can customers know that their face is extremely clear when they can’t even see it with their eyes? This word sounds appealing but it is another meaningless made-up