ADVERTISING CLAIMS

• Many believe that they are immune to advertising. They believe that advertising is childish, dumb and influences only the less sophisticated.

• Their own purchases are made purely on the basis of value and desire.

ADVERTISING CLAIMS

• Surveys and sales figures shows otherwise, a well-designed advertising campaign has dramatic effects.

• Ads are designed to work below the level of conscious awareness- it has an effect while being laughed at, belittled and ignored.

ADVERTISING CLAIMS

• The claim- the verbal or print part of an ad that makes some claim of superiority for the product being advertised.

• Some of the claims are downright lies, some are honest statements abt. a truly superior product but most falls into the category of neither bold lies nor helpful consumer info.

ADVERTISING CLAIMS• They balance on the narrow line between

truth and falsehood by a careful choice of words.

• Normally applied to parity products (soap,soft drinks, gasoline), products in which all or most of the brands available are nearly identical and no one superior product exists. So advertising is used to create the illusion of superiority.

Types of Advertising Claims• The Weasel claim

• The ‘we’re different and unique claim’

• The ‘so what’ claim

• The endorsement/ testimonial claim

• The ‘compliment the consumer claim’

• The Unfinished lcaim

• The ‘water is wet’ claim

• The ‘vague’ claim

• Scientific/statistical claim

• The rhetoric question

The Weasel Claim• Words or claims that appear substantial upon

first look but disintegrate into hollow meaninglessness on analysis are weasels.

• Eg: helps, like, virtual, acts, works, comforts, fights, enriched, strengthened.

• Sample:• Listerine fights bad breath.• Helps control dandruff symptoms with regular use.

The Unfinished Claim• The ad claims the product is better, or has

more of something, but does not finish the comparison.

• Samples:

• Coffee-mate gives coffee more body, more flavor. (body&flavor= weasel)

• Scott makes it better for you.

The “we’re different and unique” claim

• It claims that there is nothing else quite like the product being advertised. The uniqueness claim is supposed to be interpreted by readers as a claim to superiority.

• Sample

• There’ no other mascara like it.

• Cougar is like nobody else’s car.

The “water is wet” claim

• Something about the product that is true for any brand in that product category. The claim is usually a statement of fact, but not a real advantage over the competition.

• Sample

• Toohey’s, the natural beer.

• Mobil: the Detergent gasoline

The “so what” claim• A claim to which the reader will react by saying

‘ so what?’. Similar to water is wet claim, except that it claims an advantage which is not shared by most of the other brands in the product category.

• Sample• Strong enough for a man but made for a

woman.• Geritol has more than twice the iron of ordinary

supplements.

The vague claim

• The use of words that are colorful but meaningless, as well as the use of subjective and emotional opinions that defy verification.

• Sample

• For skin like peaches and cream.

• Its deep rich lather makes hair feel good again.

The endorsement/ testimonial

• An appearance by celebrity, sometimes claiming to use the product.

• Sample

• Siti

• WWF and entertainment endorsement.

The scientific/ statistical

• These ads use some sort of scientific proof, or an impressive sounding mystery ingredient.

• Sample

• Easy-Off has 33% more cleaning power than another popular brand.

• Special Morning- 33% more nutrition.

The “compliment the consumer”

• Butters up the consumer by some form of flattery.

• Sample

• We think a cigar smoker is someone special.

• The lady has taste.

The rhetorical question

• Demands a response from the audience. A question is asked and the viewer is supposed to answer in a way as to affirm the product’s goodness.

• Sample

• Shouldn’t your family be drinking Hawaiian Punch

Refutation in writing

3 techniques

1. Gap between words and deeds and doubles under the name ‘hypocrisy’

2. Grows from the first point as the tinker attempts to justify behavior with new conclusions that contradict the old.

3. Writer unwittingly undoes themselves before your own eyes.

Need tolerance and open- mindness

Affirmation in writing

• When we write something or read what someone else has written, we tend to give it more credence than the spoken word.

• We need to make affirmations resonate with us.• Writing without feelings will do little to promote

change. Our feelings power our thoughts.• With affirmation that are in proper resonance , it

can impact the physical, emotional, mental and spiritual aspects of our readers.