...product has exponential or never-ending possibilities. In this ay advertisers are able to sho, legally, that their product has absolutely no flas. Most advertisers try to make their product seem better then any other product that is on the market. ith the use of doublespeak they may use lines like, this product takes out virtually all stains. Goshgarian 303-304 Hoever, hat does virtually really mean If the product can not get out all stains, hat stains cant it get out If advertisers told people this in their TV commercials, and magazine advertisements, people ould not ant to buy the product. That is hy they thro in ords like practically, virtually, and almost, so that they are not telling the hole truth, yet they are not lying either. Lutz talks about other easel ords used in doublespeak in advertising. ords like ne and improved, acts fast and like magic help advertisers in making their product seem better then others. Goshgarian 304-306 hen an item is ne and improved, hat is it improved from hat as rong ith the old version of this item Also, if there as something rong ith the old item, hat is to say that there ill not be anything rong ith the ne item Still consumers travel don the aisle of different stores and see ne and improved and they figure its has to be the best of them all. Lets examine acts fast. hen an advertiser describes the product ith the phrase acts fast they try to sho that the item ill ork faster then other products. Hoever, hat exactly does that mean Does the product run fast, cook fast, drive a car fast, or speak fast It is not knon exactly hat the product does. People assume that the product that acts faster is the best product for them. Sometimes advertisers use the ord like in an advertisement. This stops the consumer from concentrating on the product, and exactly hat it can make your life like. If an advertiser claims a certain tire makes your car drive like it is floating, people start thinking about their car floating. Personally, I ould rather drive a car that floats, and so ould most consumers. This makes the consumer ant to buy this product, and once again the advertiser ins. Lutz makes a good point in saying that these doublespeak slogans help sell products. Remember, the ad is trying to get you to buy a product, so it ill put the product in the best possible light, using any device, trick or means legally alloed. Goshgarian 313 Another thing advertiser use in their commercials is the use of additives or accessories. In the advertisement of a product, an advertiser may say that the product has a high amount of a certain chemical that no one that uses the product actually has heard of before. If people hear things like Certs contains a sparkling drop of Retsyn Goshgarian 311 Consumers hear this and say, o Certs is better then Tic Tacs because it has Retsyn!! Hoever, in reality, hat on earth is Retsyn For all anyone knos Retsyn is the leading cause of gum disease, ho knos. Consumers hear scientific ords like this and think that this is coming from a smart scientist that knos that Certs is better because it has Retsyn. Another example of advertisers trying to sell their product by any means necessary is the tobacco industry. On most cigarette advertisements, it shos a fe good-looking men smoking the cigarette that is being advertised, and they are surrounded by a fe great looking omen. Advertisers find this to be a perfect ay to sell their product. If they have their advertisements focus on children, then the kids, ho do not have much experience as a consumer ill believe every ord the advertisement says. For example, if a child sees a commercial for a brand ne toy on the market, advertisers ill sho the toy almost life size, running through real samps puddles and climbing real mountains a mound of dirt. In some instances the toy even takes human traits like language and movement, on its on. hen a child sees this commercial he right aay knos he must play ith that toy. Children dont usually have a job or a bank account, or any form of their on income, so they alays go to their parents first hen they ant something ne. If the commercial orks correctly, the young child ill be bugging his or her parents for that toy until one of them takes them to the toy store. Throughout this aisle, the child sees such items as Lion King action figures, balls, games, coloring books, videogames, CDs, and other paraphernalia. ith the movie that the child had scene fresh in his or her mind. The toys remind them of the fun time they had at the movies the other day. They quickly find their mother or father in the store and try to convince them to buy the Lion King toys for them because they remember ho much they loved the movie. This orks for other products too besides toys. If a mother anted to buy her child a ne toothbrush, and they sho their child a plain red one, and then one ith Simba on it, ith out question they ill choose the Simba toothbrush. This is just another example of ho advertisers use children to sell their product and make a lot of money. Types of images also have a part in ho advertisers market their product. The use of colors in commercials and magazine advertisements appeal to the human eye. For example. In a McDonalds commercial you never see the color puke green, bron, gray, or blue. This is because the first color that the brain associates ith food is red and yello. This is hy, in the McDonalds logo all you see is the golden arches ith red in the background. This also may be hy Coca-Cola sells more soda then Pepsi-Cola. The Coke can is predominantly red hile the Pepsi can is blue. Damn is a ord that has alays been considered a borderline sear ord. Noadays damn is alloed to be heard on commercial television. hen someone hears the ord damn on TV it is added to the subconscious of their brain. This message is stored in the persons brain until the next time they need to go buy ne tires. There seems to be no stopping advertisers as they continue to toy ith our basic emotions to try and sell their products. Advertisers use euphemisms, color, and bold ords to sell their stuff. Advertisements that lure children and tough guys, are things that help advertisers compete in todays capitalist society. Consumers should start becoming smarter hen it comes to deciding hat items to purchase for their family. iiCJOJaQJaJaaJOJaQJaJavqaa7IfTDa63a4aaaIf7KLIfT0a6
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