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Word Count: 853
Every time I go to a mall I see an ad that says to stop in we are giving away a free gift Almost half of the mail that I receive has the words Important or Urgent open when received To this day Im still waiting for my free gift and the mail I receive that says Important or Urgent its the first thing to go in the trash unopened Ive just recently read two articles on concepts of advertising With These Words I Can Sell You Anything by William Lutz and Language Abuse by Herchell Gordon Lewis They both talk about how advertising bends and twist words and definitions to sound great but ultimately say nothing Luts takes a very serious approach to his writing Lewis on the other hand takes a very comedic approach to her writing The first author I will talk about is Lutz and his article With These Words I Can Sell You Anything He takes a very serious approach to his article Throughout his article he is always very serious in his writing He gets to the point and then gives examples of how they are used in advertising Lutz starts off his article by coining the term Weasel Words He says A weasel will make a small hole in the egg suck out the insides then place the egg back in the nest Only when the egg is examined closely it is found to be hollow Thats the way it is with weasel words in advertising Examine weasel words closely and youll find that theyre as hollow as any egg sucked by a weasel Luts says that weasel words appear to say one thing when in fact they say the opposite or nothing at all Lutz says that the number one weasel word is Help He establishes that the definition of help is to aid or assist This is one of the biggest key points he makes He
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