M5: Web Activity: Questionable Language in Advertisements

Questionable Language in Advertisements

Find five advertisements that illustrate one or more types of language described in Chapter 7.  For each ad answer the following under the picture.

  1. What types of questionable language is being used? 
  2. Identify all the questionable words and phrases and explain why they are questionable
  3. Analysis:  Is the argument persuasive?  Why or why not?  (Remember, if the only reason is based on the vague language, then the argument can’t be very strong)

Please look at the two examples below to help you with this.

NOTE:  

  • A great website to use is www.adflip.com . The best way to save a larger image is to click on ‘e-card’.  If you right click on the image in e-card, you can ‘copy’ it, then ‘paste’ it into your document, otherwise, it only allows you to copy the thumbnail.
  • If worse comes to worse, and you can’t get an image copied, just describe the ad to us. I’ve had luck finding the ad in adflip, then searching for it on google images.
  • Attach the file into a word document and submit through this assignment page

Example 1:

 anti-wrinkle-cream.jpg

Smoothskin actually helps prevent lines and wrinkles.

  1. Smoothskin; helps
  2. Smoothskin romances the product; helps is a weasel word-guarantees nothing
  3. Analysis:  This is really the only reason to support whether or not one should purchase Smoothskin.  I don’t know if it ‘helps’ prevent lines and wrinkles.  I can’t imagine that every man or woman would lose lines and wrinkles!  I can’t buy this argument because of a play on words – and that’s the only reason they give to support their conclusion.

Example 2:

Ad.jpg 

Shine toothpaste can be of genuine value when used as part of a comprehensive dental program.

1. Shine; can be; genuine value; comprehensive dental program

2. Shine romances the product; can be is a weasel phrase; genuine values  

vague;comprehensive dental program is jargon and gobbledygook because it is confusing and used to impress the reader.

3.  Analysis: The advertisement does not explain what a comprehensive program involves and what genuine value means.  I can’t buy this argument because of a play on words-and that’s the only reason they give to support their conclusion