Advertising

“Our [canned] corn is as good as fresh cooked corn.” Libby’s Vegetables

• Note it doesn’t say it’s as good as fresh corn, but as good as fresh cooked corn.
• Cooked corn has had vitamins and minerals boiled out in the cooking process.
• And now you have to heat the corn again, which takes out even more nutrients.
• The weasel is “cooked”

“Our dog food contains as much meat protein as 10 pounds of sirloin steak. Alpo dog food

• Targets people who love their dogs
• Doesn’t contain sirloin steak, only as much meat protein as sirloin steak
• That could be any kind of meat – it’s sure not sirloin, and may not even come from a cow

Three out of four doctors recommend the major ingredient in Excedrin.

• “Some studies seem to suggest that eating the major ingredient in our cereal may have an effect on certain kinds of cancer.”

“If . . .”

• The ultimate weasel word

Begging the Question

• The question contains a statement that has not been and is never proven, basically saying that something is simply because it is.
• Example:
• “Henry Miller’s filthy books should be banned.”
• Contains the unsupported premise that the books are filthy.

Dangling Comparative

• There appears to be a comparison, but compared to what?
• It relies on the consumer filling in the blank

Complaints about advertising

• It perpetuates stereotypes
• Absolutely true
• It has to
• Makes people buy things they don’t need
• Not true
• Advertising can’t make anybody do anything