Topics: Advertising, Magazine, Graphic design Pages: 4 (1162 words) Published: May 26, 2014
Whether we find advertisements on radio, television, Internet, newspapers, or roads, they have become a part of our daily life. Basically, wherever we look, we will certainly find an advertisement that is somewhere. Advertisements are a tool to promote a certain product in various ways so it can reach potential customers or just to inform people of what product they produce. Frank (2005) illustrates that advertisements seek to convince costumers to buy products. Advertisers use it publish advertisements just to manipulate the people without taking in consideration if it is ethical or not. So, advertisers manipulate people by the use of weasel word, and pathos. Words have the power that can inspire and attract humans. Advertisers use words to convince customers to buy their product, but they can’t advertise words that break the law in their country. So advertisers found a way that will prevent them from a facing legal action which is weasel words. Weasel words “appear to say one thing when in fact they say the opposite or nothing at all,” (Lutz, 2012, p.248). This means that weasel words imply something, but in reality nothing has been said or real information has been delivered. Let’s take the phrase “Up to 50% or whatever percentage off” as an example. First when we read this, we think and look only on the number 50% because it means it is half of the original price and we ignore the phrase “up to” which is the most important part. “Up to” is a misleading statement that does not mean exactly the number that comes after it, but it means that, for example, the discount can either be 30, 20 percent or no discount at all. This statement is technically correct, but it tricks and misleads people by the number that follows. Advertising can effectively manipulate people by weasel words through many ways as people just pay attention the words that come after the weasel word. Though weasel words perhaps the most common way of manipulating people, there is another...
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