Paper 3: Words!
Requirements: 3-5 pages, 3-5 sources, perfect MLA style
Readings: “The Language of Advertising” & “Weasel Words”
For the third paper, we will be looking at word choice specifically in advertisements. After reading William Lutz’s “Weasel Words” and other assigned readings, choose an ad and get it approved by the instructor. Then begin planning the paper.
Prompt: In “Weasel Words,” William Lutz shows how advertisers use different types of misleading words to encourage people to buy their products. Use analysis to explain how “weasel words” used in advertising distort the truth, according to the readings.
Example and Short Analysis
Image of ad http://www.parfumdepub.net/collection/Dior/Dune/
(2)-Dune_pour_homme_1.jpg
The advertisement sells freedom in text and in setting by publicizing both the identity of the brand and an image that can be positively associated with the product*. The ad predominately features a male model in his early to mid twenties, and he is kneeling on a sand dune. Adjacent to him is an iconic image of the product itself, which is projected as being disproportionately large. Underneath this image of the product are the words: “Essence Of Freedom,” and together these separate components form an effective and unified message. On a simple level, the man provides a youthful, glamorous element on an actual sand dune that echoes the product name.
The more interesting semiotic elements of the ad exist within its notion of freedom that is primarily conveyed by the image of this lone man; who, in his lonesome location; seems extremely at ease, and unrestricted by normal life, thus providing a sense of liberation which is also conveyed by his loose, unorthodox, clothing. Furthermore the softly focused quality of the photography and the advertisements coloring of gentle blues and pale browns are further signifiers which contribute to this dreamy, utopian image of liberation. (from http://www.aber.ac.uk/media/Students/awc9401.html)
*For the record, the thesis (1st sentence here) is vague, but it mentions text/words and will seemingly be explained in future paragraphs.