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Word Count: 1,302
According to William Lutzs essay With These Words I Can Sell YouAnything he explains the way advertisers uses language to show howthey can appear to say one thing but mean another Advertisements useenticing images and language to stray the audience away from theirthought of reason This paper agrees with Lutzs claim that companiesuses these methods such as weasel words to sell their products For example a Febreeze commercial advertises the use of weasel wordsThe commercial uses an experiment where they bring in blindfoldednon actors to try their new product The blind-folded non actors areasked to smell the air and the things that surround them and tell themwhat these things smell like After the non actors realized they are ina raunchy room and the fresh smell they smell was Febreeze thenarrator says new and improved Febreeze Fabric Refreshereliminates up to twice as many odors so you can breathe happy The Febreeze ad uses an unfinished claim According to Lutzadvertisers make statements about the product that appears to bespecific which in fact confuses the consumers on what the ad actuallymeans It appears many times in the Febreeze ad however the ad doesnot say to consumers who specifically the ad is comparing its productto When the words new and improved are used it makes it look likethe product has enhanced drastically especially with the visual imagingbeing used However it can not be sure how it has become better The adalso uses the words up to twice to explain the difference of thisproduct and its competitors This also makes an unfinished comparisonbecause it states the product cleans better than its competitors butdoes not explain how its able to do that better The screening ofvs previous Fabric Refresher formula is also an unfinishedclaim because it is uncertain to which previous fabric refresher formulathe ad is mentioningAnother recent ad from Cascade is the Cascade Complete Packagecommercial depicting two women arguing about a comment that one of themmade
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