The document summarizes 10 common advertising techniques used to make claims of a product's superiority or effectiveness. These techniques include using vague or weasel words, making unfinished comparisons, claiming uniqueness without evidence, stating trivial facts, using flattery or rhetorical questions to imply qualities without proof, and identifying problems without evidence the product is the solution. The goal of these techniques is to seem to promote the product without making direct claims that can be disproven.

1. Advertising techniques

2. These techniques make some
claims of superiority and
effectiveness for the product
being advertized.
Advertisers use one of the
following techniques in the
. text of their advertisement

3. THE WEASEL WORDS. 1
These words are often misleading and seem
to say one thing but are sufficiently vague as
. to offer no proof
:Some commonly weasel words are
….like – acts – works – can be – fights

4. . It helps to control dandruff
For example, people think
[. [help] means [stop

5. THE UNFINISHED COPARISON. 2
The unfinished comparison is a
technique by which the ad claims
the product is better, or has more of
something, but does not finish the
.comparison

6. !!!!!It gets your teeth whiter
But whiter than
?what

7. THE "WE'RE DIFFERENT AND . 3
UNIQUE" CLAIM
This kind of ad states that there
is nothing else quite like the
product being advertised. The
uniqueness claim is supposed to
be interpreted by readers as a
. claim to superiority

8. CEMEX: Fast Drying Concrete

9. THE "WATER IS WET" CLAIM. 4
This kind of ad says something about
the product that is true for any
brand in that product category.
This claim is usually a statement of
fact but not a real advantage over
. other brands

10. Skin . smells differently on every one
!As do many perfumes

11. THE "SO WHAT" CLAIM. 5
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

12. This pet food . contains more phosphor
!It may be true but pets don’t need more phosphor

13. THE VAGUE WORDS. 6
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
are hard to verify. Most contain
.weasels

14. Winston taste good . like a cigarette should

15. THE SCIENTIFIC OR STATISTICAL EVIDENCE. 8
This kind of ad uses some sort of
scientific proof or experiment, very
specific numbers, or objective
factual information to prove the
. product is quality or validity

17. "THE "THE CONSUMER COMPLIMENTING. 8
This kind of claim butters up the
.consumer by some form of flattery

18. THE
LADY
HAS
!TASTE

19. THE RHETORICAL QUESTION. 9
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

20. Shouldn't your family be
?drinking Hawaiian Punch

21. THE PROBLEM AND SOLUTION.10
This technique of advertising
assumes that the reader is in need
of advice. A question is posed and
.then a solution is offered

22. ? Feeding friends
!Relax