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Word Count: 818
Be Aware of the Claims Without even realizing it ordinary people are influenced by the medias advertisement everyday Advertisers have different approaches of persuading individuals to buy their product The Language of Advertising Claims by Jeffrey Schrank lists ten different types of claims that advertisers use to give their product a false impression of supremacy To convince consumers of the products superiority Rembrandts Toothpaste advertisement bombards them with claims such as the Weasel Claim and the Were Different and Unique Claim while Cover Girls Triple Mascara advertisement uses So What Claim and also the Were Different and Unique Claim Rembrandt is promoting its new toothpaste using the Weasel Claim and the Were Different and Unique Claim According to Schrank a weasel word is a modifier that practically negates the claim that follows Words or claims that appear substantial upon first look but disintegrate into hollow meaninglessness on analysis are weasels 185 First of all the ads background is entirely solid navy blue Across the top of this advertisement is a headline in bold white letters that reads Unsurpassed Whitening In the center of the page bright rays of light shine from the Rembrandt container in a star like pattern Written on the container in addition to the name of the product are six different qualities this toothpaste has to offer One of them reads Fights Cavities This is a perfect example of the infamous Weasel claim Fights is a commonly used weasel word says Schrank 185 The fact that it fights cavities means absolutely nothing This advertisement also presents a second claim the Were Different and Unique Claim Schrank defines this kind of claim as one that states that there is nothing else quite like the product advertised The uniqueness claim is supposed to be interpreted by readers as a claim to superiority 186 There are several samples of this claim in the ad One example is the bold heading across the top that
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