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Transcript of Advertising Claims
Words that seem important...
but actually are meaningless.
Words meant to decieve
The Unfinished Claim
A comparison without
something to compare it to.
This battery has more power.
More power than WHAT?
Another battery? Which one?
The Unique Claim
Our product is the only one to have _____.
Does the _____ actually make the product
better than the others? We don't know! But it
The rhetorical claim
A rhetorical question is a question that
does not require an answer.
A rhetorical claim is simply a rhetorical question. Does
the answer have anything to do with the product?
In this commercial, what is the unique claim?
What does it say that ONLY this lipstick has?
Answer: Power Hold Pigments.
Think carefully as you
watch this commercial. What
weasel words do you hear?
Pale/glowing: How is pale measured? What
is glowing? Why is one better than the other?
Natural: What does this mean? Who measures natural?
Looks: Just because something LOOKS, doesn't mean it IS.
Safer than what?
What do they want you to think?
Do you want to drive a safe car?
Are you happy with the shape you're in?
Is your family safe?
Just for fun...
my personal favorite