Samples of the water is wet claim mobil the detergent

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Samples of the "Water is Wet" Claim "Mobil: the Detergent Gasoline." Any gasoline acts as a cleaning agent. "Water is wet" claims say something about the product that is true for any brand in that product category, (for example, "Schrank's water is really wet.") The claim is usually a statement of fact, but not a real advantage over the competition. Samples of the "So What" Claim "Geritol has more than twice the iron of ordinary supplements." But is twice as much beneficial to the body? This is the kind of claim to which the careful reader will react by saying "So what?" A claim is made which is true but which gives no real advantage to the product. This is similar to the "water is wet" claim except that it claims an advantage which is not shared by most of the other brands in the product category. Samples of the Vague Claim "Lips have never looked so luscious." Can you imagine trying to either prove or disprove such a claim? The vague claim is simply not clear. This category often overlaps with others. The key to the vague claim is the use of words that are colorful but meaningless, as well as the use of subjective and emotional opinions that defy verification. Most contain weasels. Samples of Endorsements or Testimonials "Joan Fontaine throws a shot-in-the-dark party and her friends learn a thing or two." A celebrity or authority appears in an ad to lend his or her stellar qualities to the product. Sometimes the people will actually claim to use the product, but very often they don't. There are agencies surviving on providing products with testimonials.
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Samples of Scientific or Statistical Claims "Wonder Break helps build strong bodies 12 ways." Even the weasel "helps" did not prevent the FTC from demanding this ad be withdrawn. But note that the use of the number 12 makes the claim far more believable than if it were taken out. This kind of ad uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient. Samples of the "Compliment the Consumer" Claim "We think a cigar smoker is someone special." This kind of claim butters up the consumer by some form of flattery. Samples of the Rhetorical Question "Plymouth--isn't that the kind of car America wants?" This technique demands a response from the audience. A question is asked and the viewer or listener is supposed to answer in such a way as to affirm the product's goodness. Know the difference between the terms “best” and “better” when used in advertising "best" means "equal to." "Better" is a claim of superiority. MARITA STURKEN & LISA CARTWRIGHT— PRACTICES OF LOOKING, CHAPTER 6- CONSUMER CULTURE AND THE MANUFACTURING OF DESIRE Know how advertisers use codes and messages Many advertisements use codes to convey a fairy tale to consumers, usually resulting in a happy ending. This occurs at the expense of the price and means being set aside.
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