weasel words in advertising

1. Weasel words
Sandeep Thoniparambil
Weasel words are designed to give the appearance of truth whilst protecting the speaker from
attack or legal redress. They are very common in advertising and marketing, where the goal is to
attract people rather than ask them to think deeply about something.
Why do advertisers use weasel words?
Weasel words, or phrases, are used in marketing/advertising in order to avoid making a direct
statement or promise. I.e. they are used as a way to say something that legally, or truthfully,
cannot be said.
Use 'weasel words' to modify statements, weakening any real meaning or force. This allows
you to say anything without offending anyone or putting yourself into danger of being
contradicted.
Weasel words give you a way out, should anyone criticize you or make any counter-claim.
Examples
 Helps, supports, is useful (friendly, but no real value added)
 Better, improved, gains (does not say how much)
 Acts, works, effective, efficient (action, but no quantitative value)
 Seems, appears, looks, is like (gives impression, not real change)
 Many, most, virtually, almost all ('lots' but no real quantity)
 Up to, from, at least, as many as (talk about the best case)