Be_Aware_of_the_Claims

Be Aware of the Claims Be Aware of the Claims Without even realizing it, ordinary people are influenced by the media’s advertisement everyday. Advertisers have different approaches of persuading individuals to buy their product. “The Language of Advertising Claims,” by Jeffrey Schrank, lists ten different types of claims that advertisers use to give their product a false impression of supremacy. To convince consumers of the product’s superiority, Rembrandt’s Toothpaste advertisement bombards them with claims such as the Weasel Claim and the “We’re Different and Unique” Claim, while Cover Girl’s Triple Mascara advertisement uses “So What” Claim and also the “We’re Different and Unique” Claim. Rembrandt is promoting its new toothpaste using the Weasel Claim and the “We’re Different and Unique” Claim. According to Schrank, “a weasel word is a modifier that practically negates the claim that follows. Words or claims that appear substantial upon first look but disintegrate into hollow meaninglessness on analysis are weasels” (185). First of all, the ad’s background is entirely solid navy blue. Across the top of this advertisement is a headline in bold white letters that reads: “Unsurpassed Whitening.” In the center of the page, bright rays of light shine from the Rembrandt container in a star like pattern. Written on the claim, different, product, mascara, advertisement, toothpaste, one, claims, we’re, unique, weasel, triple, schrank, whitening, new, using, three, rembrandt’s, reads, people, nothing, mascaras, just, fights, example, cover, container, buy, brand, bold, blue, written, word, white, unsurpassed, tricks, top, through, superiority, superior, states, six, rembrandt, quite, product’s, perform, out, made, lashes, kind, influence