Language of Advertising Claims

Question 1

Claim

Answer 1

A verbal or print part of an ad that makes a claim of superiority for the product being advertised

Question 2

Parody products

Answer 2

Products in which all or most of the brands available are nearly identical

Question 3

Weasel Word

Answer 3

A modifier that negates the claim that follows

Question 4

Weasel Claim

Answer 4

Claims that appear substantial at first glance, then disintegrate into hollow meaninglessness

Question 5

Unfinished Claim

Answer 5

Where the ad claims the product is better, or has more of something but doesn’t finish the comparison

Question 6

“We’re Different & Unique” Claim

Answer 6

The kind of claim that states that there is nothing else like the product being advertised

Question 7

“Water is Wet” Claim

Answer 7

A claim that says something about the product that is true for any brand of that product category

Question 8

“So What” Claim

Answer 8

Like the “water is wet” claim, only that the statement of the product is not shared by most other brands in the product category

Question 9

Vague Claim

Answer 9

An unclear statement, often overlapping with others (weasels especially). The key to this claim is to use colourful yet meaningless words as well as subjectivity & emotional responses that defy verification.

Question 10

Scientific or Statistical Claim

Answer 10

Uses proof or experiment , very specific numbers or an impressive sounding mystery ingredeint

Question 11

“Compliment the Consumer” Claim

Answer 11

Softens the consumer by some form of flattery

Question 12

Rhetorical Question

Answer 12

A question is asked & the audience is supposed to answer in such a way to affirm the products goodness

Question 13

Endorsement/Testimonial

Answer 13

The celebrity or authority appears in the ad to lend his/her stellar qualities to the product