Weasel words are a safe way for ad creators to positively reinforce their product. These words seem to reassure buyers that the product is the best quality available. Words such as “help”, “improve”, and “virtually” allow customers to feel comfortable using the product, although it may not necessarily be an accurate statement. An example of weasel words being put into action in an everyday ad would be the Cascade dish detergent advertisement I have attached below. The company claims it makes dishes “virtually spotless”. “Virtually” is a perfect weasel word because it appeals to customers because everyone wants their dishes to look clean. It is safe because although it makes them virtually clean, it does not necessarily mean they are actually clean.
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AuthorBrantley Shields Archives
October 2015
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