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Advertising and DoubleSpeak

Advertising and DoubleSpeak. 1984. Doublespeak. In 1984 , Newspeak, Doublespeak and Double think are all tools for the reduction of words in order to control expression and thought of the people. Doublespeak. It creates the reality that the government wants.

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Advertising and DoubleSpeak

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  1. Advertising and DoubleSpeak 1984

  2. Doublespeak In 1984, Newspeak, Doublespeak and Double think are all tools for the reduction of words in order to control expression and thought of the people.

  3. Doublespeak It creates the reality that the government wants. It gives importance to the trivial. It allows writers to hold two opposing ideas at the same time and believe in them both.

  4. Doublespeak • Advertisers use doublespeak to make something out of nothing. They do this through words, specifically weasel words. • Weasel words seem to say a lot, but upon close examination, really say nothing. • Ex. Estee Lauder’s Night Repair Crème says: “ this program helps control signs of aging and encourages skin to look and feel younger.” What, exactly, does the cream do?

  5. Help • The number one weasel word. • Means “assist or aid” • Often combined with action verbs, such as fight or control • Ex. Helps prevent cavities • Ex. Helps reduce the signs of aging

  6. Virtually • Means “in essence, or effect, although not in fact” • Ex. Virtually 100% effective - implies effectiveness, really SAYS that it is NOT effective

  7. New and Improved • “New” can be used if there is a functional change (ex. Scent change) • “Improved” means changed – can be any type of change – package, changing amounts of an ingredient, adding an ingredient, removing an ingredient, etc. • Implies change for the better. What if a manufacturer packaged less of the product? It is technically new and improved, but is it for the consumer?

  8. Acts Fact • The word “act” has little meaning – too ambiguous, so advertisers use it to make the product look like it is taking action • ex. Acts fast against coughs. Okay, but it doesn’t say HOW it acts or that it does anything to alleviate or stop the cough

  9. Like • Makes you stop thinking about the product and start thinking about a bigger idea suggested by the advertiser • Ex. “For skin like peaches and cream” • Ex. “It’s like taking a trip to France.”

  10. Unfinished words • “Up to” • No real comparison is provided so it means nothing • Ex. Batteries last up to two times longer • Ex. Ford LTD, up to 700% quieter • Longer than what? Quieter than what?

  11. Can you find the weasel words? • Because nobody delivers better • It can stop the pain • The stronger acid neutralizer • For virtually spotless dishes nothing beats Cascade.

  12. Can you find the weasel words? • Where taste is everything • Ponds cleans like no soap can • Better relief • Judged to be the best • Like magic for your skin

  13. Can you find the weasel words? • It’s not a capsule, It’s better. • Leaves your hair feeling Ivory clean. • Fast, effective relief for winter colds.

  14. Try to find your own • Using your ads, select an ad that contains one or more of these weasel words to analyze • Follow the directions on your assignment sheet

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