This website uses cookies to ensure you have the best experience. Learn more

Ads And Their Devious Tactics Essay

2738 words - 11 pages

Every year Americans are bombarded with thousands of ads for products that companies want consumers to buy, whether it is from the internet, television, radio, or print Americans see advertisements wherever they go. Thus, advertising companies have been using different advertising tactics to lure people into buying their products since, according to American Consumerism and the Global Environment, America became a consumer-based economy and society (“American Consumer Society”). Many of the tactics used by advertisers are considered deceiving and unfair. They use different techniques to attract our attention and get consumers to purchase their product. According to a handout provided by William Myers, there are two types of techniques used in ads: rhetorical and graphic (n.p.). Rhetorical techniques used in ads are the way that the advertisers can manipulate words to attract and convince consumers to buy their product. The rhetorical techniques that are used in ads are known as weasel words which, according to William Lutz, “Advertisers use weasel words to appear to be making a claim for a product when in fact they are making no claim at all” (309). Lutz is an English professor for Rutgers University who specializes in doublespeak and more specifically weasel words (304). While the rhetoric advertisers employ may make it seem like they want the consumer to get the best product, according to Stuart Hirschberg, “the underlying intent of all advertising is to persuade specific audiences” (227). Hirschberg is also an English professor at Rutgers University (“Profile: Stuart Hirschberg”). Graphic techniques used in ads are the ways the advertisers present the product to you and the image you see in the ad. In print ads, advertisers rely heavily on both rhetorical and graphic techniques. In the Zest Body Wash print ad, the advertisers use several different rhetorical and graphic techniques to attract attention to their ad. The graphic and rhetorical techniques utilized by the Zest Body Wash advertisers are what cause the company to attract attention to their product and increase their sales. An explication of the Zest Body Wash print ad proves that the advertisers employed different rhetorical and graphic techniques to unfairly market their product.
The first rhetorical technique the Zest Body Wash advertisers use to unfairly market their product is the weasel word “new” in the ad. defines new as, “of recent origin, production, purchase, etc.; having but lately come or been brought into being” (“New”). Advertisers, however, see the word “new” as meaning a recent change or modification to an already existing product. This according to Lutz is known as, “a material functional change” (313). A material functional change is something that is, “up to the manufacturer to prove that the product has undergone such a change . . . the change does not have to be an improvement in the product” (313). This means that an advertiser can change the...

Find Another Essay On Ads and Their Devious Tactics

Presidential Campaign ads of 1968, 1984 and 1996: The Evolution of Campaigns

1279 words - 5 pages candidate and his knowledge of the issues than future presidential candidates.In Walter Mondale's 1984 campaign, we not only begin to see less and less of the presidential candidate but nearly all the ads concentrate on one issue, and that is attacking Reagan's deficit spending. It is in the 1984 election campaign where we see music is introduced and thus emotional appeal becomes increasingly important. Majority of the ads attempt to use scare tactics

smoking Essay

1217 words - 5 pages -targeted. They forget that there is a huge percent of youth smoking. However, parent-targeted ads are insufficient in terms of their narrative and executional style. When designing an advertising campaign, at least four important issues must be addressed: the message content(what to say), the executional style(how to say),the target audience(whom to say it and hence, which media to choose),and budget (Pechmann&Reibling,n.d.). Anti-smoking ads say “don’t

Commercial Effectiveness

2444 words - 10 pages more creative and showing more diversity than their competition producers will grab the viewers attention and successfully reach the consumers and provoke them to buy their product.In creating a 'good' commercial producers use many tactics to bring their point across to the consumer. The main ways are by using sincerity, sexuality, guilt, dietary desire, and humor. There is nothing more depressing than sitting down to relax and watch television

Alexander the Great

886 words - 4 pages a god. This is very devious because they had to do whatever their god said to do. Since most gods are not on Earth and Alexander was they believed that they had to do whatever he said. This was probably the most devious thing he did. Alexander did do a lot of great things. He conquered almost the whole known world at that time. He did not do good things to conquered the known world. He had killed a lot of people. If he really was a hero then


515 words - 3 pages affiliation is to appeal to those who need to associate with others. These ads often have a male and women by each other and the male is always has his head higher then the female. The need for nurture is shown in ads as the mother or father comforting their children. The need for guidance is shown in ads by selling products that have been around for years. The need to aggress is shown by advertisers trying to sell a product that some people disagree

Child Performers? Of Course!

1228 words - 5 pages far! Besides, kids already beg their parents for things on T.V that they see during commercial breaks, adding ads onto school busses will just overwhelm the parents with “Please can I have it!” Finally, since kids will probably see the same ad on the school bus on T.V a few times, they might get bored of it! Seriously, doesn’t that jingle make you want to tear your hair out after a while? Natalia, you have provided some very good information and

talking about advertisement in mass media

551 words - 2 pages ;]Talking about the fashion advertisement, they have a powerful effect on how we see ourselves and how we think we should look. Researchers report that teenage girls heavily rely on ads for information on fashion [²], valuing their advice nearly as high as that of their peers [³].Today, these daily products advertisements almost force people to buy products by using different tactics. For example, through the beauty ads they certainly

Guarrilla marketing

1632 words - 7 pages particular, it concentrates on the fact that conventional forms of advertising begin to be ignored. The companies, in order to catch attention and attract target groups place their ads in different, unusual places. For example, CBS is considering putting its ads on the morning eggs, or in spite possible bad association, US airways is giving away its sickness bags. In short, the companies are excessively looking for striking ways to promote their

brenda crohn,the recruiting director

601 words - 2 pages GalacticaGalactica book publishing company is looking to hire people in their sales department. Brenda Crohn, the recruiting director, and John Stubbins, the vice president of marketing, have different ideas about how to find qualified applicants. Crohn's aim is to attract the more qualified candidates through their usual trade journal ads. Stubbins wants to attract applicants through the internet, which generates a larger quantity of applicants


601 words - 2 pages GalacticaGalactica book publishing company is looking to hire people in their sales department. Brenda Crohn, the recruiting director, and John Stubbins, the vice president of marketing, have different ideas about how to find qualified applicants. Crohn's aim is to attract the more qualified candidates through their usual trade journal ads. Stubbins wants to attract applicants through the internet, which generates a larger quantity of applicants

Analyzing Media Ideology

1000 words - 4 pages restricted to magazine and billboard ads (NPR). Even though consumer awareness has been raised as to the dangers of this product, ads continue to target various demographics, including a recent campaign which targeted women of all ages (Capps, 2007). Tobacco companies desire to market their goods which they claim consumers have the right to use (Stop Smoking, 2011). Consumer protection groups and governmental agencies on the other hand, are fighting hard

Similar Essays

Tactics Used By Stalin, Gandhi, And Mao Zedong To Fulfill Their Revolutions And Build Their Nations

802 words - 3 pages Comment on the tactics used by Stalin, Gandhi, and Mao to fulfill their revolutions and build their nations . Who was the most successful? Why? Mao Zedong, Josef Stalin and Mohandas Gandhi were all revolutionaries in one way or another. They all had a purpose and ended up using very strategically concise methods to achieve the set goals. These men came from different backgrounds, but yet, they still had one thing in common: they stood out

Truth Or Lie? Essay

1404 words - 6 pages statistics that resulted from the survey did not even include other types of tobacco products, which are just as harmful. However, even realizing the harm that tobacco products can cause, tobacco companies use a variety of devious methods to draw people in to buy their product, especially younger people. With all of the money flowing in from their consumers, tobacco companies lobby very heavily in Congress and the House to prevent laws and

How Ad Sense Can Help You Earn Extra Cash

1326 words - 6 pages advertise for almost any business, as you have the best chance of reaching the most people. And what’s more, you can target your market through multiple tactics, including Search Engine Optimization (SEO), keywords, and simply choosing when and where to place your ads. Much like you would choose which magazine to run your advertisement in, you can often choose which websites your ad will appear on, or which directories you will be listed in. For Google

Ads Playing Upon People's Insecurities Are Unethical

1735 words - 7 pages In the early twentieth century advertisements had just begun to capture the imagination and attention of early consumers. One of the key tactics used during this time period was to pull the stresses and social limitations felt by consumers into the ads they viewed. Advertisers knew that consumers would place themselves inside of the ad and actually feel as though the ad is speaking directly to them if they showed a culturally