We have all noticed advertisements which shout out words like "Look Younger" “The Best Solution”, “Fast Acting”, “Magic Ingredients”, “Virtually Spotless”, “Controls Dandruff”, “Good Thing” etc
These words are known as “weasel words”. Weasel words are vague, ambiguous, and very often misleading. They are designed to attract quick attention and divert the mind to thinking that the product/service has a definitive solution to the problem.
What are Weasel Words?
It is a language of advertising to catch the attention of the person. Weasel words often give phrases a different meaning than what consumers might initially perceive. Sales reps typically use most of these words with their customers to persuade them to use/buy their product or services. Linguist William Lutz has extensively studied and critiqued the use of weasel words in the advertising world. (Also see How Advertising Uses Logical Fallacies. )
The use of weasel words may not entirely be false advertising or an outright lie. But they only convey half-truth and cannot be taken at face value. For instance a shampoo which advertises that their brand “Controls Dandruff Effectively”, what it actually means that it can only ‘control’ dandruff and not eliminate it. The word ‘effectively’ is also vague because it is not defined in a precise manner.
Marketers use the term ‘small hole’ metaphorically as to how weasel words have gaps in the claims they make.
Advertisers use weasel words extensively to promote their product or service often with exaggerated benefits cleverly using vague words and sentences. The language of advertising is replete with weasel words and the sentence structures are designed to manipulate consumer perceptions.A false impression is created amongst the general public about the perceived benefits of the product.
If someone challenges them accusing of ‘false claims’ they can wriggle out citing the words do not mean that the other person thought it to be. Because of this ambiguity the marketers get away with such weasel claim. Advertisers use weasel words in different ways to mislead consumers without making false claims.
Using the passive voice in advertising can be a form of weasel wording, as it avoids direct responsibility. Also the use of rhetorical questions in ads, especially in the print ads, can act as weasel words, prompting consumers to assume positive answers.
Common examples of Weasel Words include:
• “Helps”: “Helps reduce the appearance of wrinkles” suggests a benefit without guaranteeing results. The word help is a weasel word because the advertising says that the product will “help” in reducing the wrinkles, it does not eliminate or stop it.
• “Up to”: “Save up to 50%” implies a potential saving that might not be common. The word “upto” would mean that the discount could be anything from 1% to 50%. This weasel word is often employed by the marketers to attract the customers to shop with them.
• “Virtually”: “Virtually spotless” hints at perfection while acknowledging possible exceptions. “Virtually” indicates “almost” but not completely.
• “New and improved”: Implies advancement without specifying what has changed. It does not specify what is new or what is the improvement of the product.
• “Studies show”: Often refers to unspecified or selectively referenced studies. The study referred to could be their own in-house study or by anyone who may or may not have the credentials to conduct such a study or comment on the results.
· “Experts say”: Cites authority without providing verifiable sources. Who is the expert? The weasel word “expert” cleverly camouflages the so called expert.
The origin of the Weasel Words
There are different theories about how the use of weasel words crept into the marketing lexicon. One theory credits Shakespeare on usage of this words. In ‘As You Like It’ the character, Jacques says:
“I thank it. More, I prithee, more. I can suck melancholy out of a song, as a weasel sucks eggs. More, I prithee, more”.
This is a good example of use of weasel words because in reality weasels don’t or cant suck eggs. But using this idiom in the dialogue, the Bard establishes that Jacques has the unique ability to suck melancholy out of a song with the same ease as a weasel to suck out eggs. Because in reality weasels don’t suck eggs.
The word first appeared in the public in the year 1900 when it was printed in a short story by Stewart Chaplin called ‘Stained Glass Political Platform’.
In the 1920s and 1930s, the burgeoning field of advertising began to exploit psychological principles to influence consumer behavior. Advertisers realized that carefully chosen words could evoke emotions and desires without the risk of legal repercussions for false advertising. This period saw the rise of weasel words as a standard tool in the marketer’s arsenal, a trend that has only intensified with the advent of modern media and digital marketing.
Theodore Roosevelt also used it in a public speech in the year 1916.
Psychological Impact on Consumers
Weasel words are specifically coined to influence the customer’s mental state and persuade them to use the product. They are designed to pander to the ego of the consumer by claiming benefits which the consumer aspires.
For example “makes you younger” is an emotional appeal that will work with most of the customers and influence them to try the product or serve. Weasel words work by tapping into several psychological principles:
1. Ambiguity Effect: People tend to prefer choices that involve known outcomes over those with ambiguous outcomes. Weasel words exploit this by providing a sense of assurance without making definitive promises.
2. Authority Bias: Terms like “experts say” or “studies show” leverage the consumer’s tendency to trust authority figures, even when the authority is not explicitly identified.
3. Confirmation Bias: Consumers often interpret vague claims in a way that confirms their preexisting beliefs or desires. For instance, someone hoping for weight loss might interpret “helps manage weight” as a guarantee of significant results.
4. Illusory Truth Effect: Repeated exposure to vague but positive statements can lead people to accept them as true, even in the absence of concrete evidence.
5. Hope and Aspirations: Weasel words play on consumers’ hopes and aspirations, suggesting that the product can help them achieve their desired outcomes without directly promising it.
How Weasel Words Promote False Benefits
Weasel words allow advertisers to suggest benefits that may not be substantiated, leading consumers to believe in the exaggerated efficacy of a product. This practice is especially prevalent in industries like health and beauty, where results are often subjective and difficult to measure. In today's advertising the use of weasel words have become a popular technique of advertisement.
The sweet words coined for the ad campaign try to draw the viewers' attention and a lot of money is spent by the advertising industry in using this type of language to promote the products. The words are cleverly written to convey only the half truth and a lot of people fall prey to such advertisements.
Examples of Weasel Words in Advertising
While weasel words are extensively used in segments of the products they are especially used in the cosmetic industry where beauty products are promoted and in health products. Cosmetic companies use the weasel words especially when launching new product to target potential customer. The use of most common weasel words are:
1. Health and Wellness Products
- Claim: "This supplement helps boost your immune system." - Analysis: The word "helps" suggests a positive effect without providing evidence of efficacy. Consumers may believe the product is essential for their health, despite a lack of scientific backing.
2. Beauty and Skincare
- Claim: "Reduces the appearance of fine lines."
- Analysis: The phrase "appearance of" does not guarantee actual reduction of wrinkles, only the perception of it. This can mislead consumers into thinking the product has more impact than it does.
3. Household Cleaners
- Claim: "Virtually eliminates all germs."
- Analysis: "Virtually" introduces ambiguity, suggesting near-total efficacy while allowing for exceptions. Consumers might believe the product provides complete protection, which may not be the case.
4. Financial Services
- Claim: "Save up to 50% on your insurance premiums."
- Analysis: The "up to" modifier implies maximum potential savings without indicating how common or achievable this saving is. Consumers might expect significant discounts that are rare in practice.
5. Food and Beverage
- Claim: "Supports heart health."
- Analysis: The word "supports" is non-specific and does not indicate a proven benefit. Consumers might interpret this as a guarantee of cardiovascular benefits, which may not be substantiated.
Case Study: Weasel Words in Action
Consider the advertising campaigns for various weight loss supplements. Many of these products claim to "help manage weight" or "support weight loss." These phrases suggest that the supplements can aid in weight loss efforts, but they do not guarantee specific results. Consumers, driven by their desire to lose weight, may interpret these claims as promises of significant weight loss, leading to disappointment when the results are not as expected. Another common area is the cosmetic industry.
The advertisers run ad campaigns in various channels, print media, television, hoardings, etc advertising the benefits of the products which can make you the "most beautiful" or "stunningly beautiful" "feel younger and youthful" etc. These unfinished words, supplemented by models who are specially trained for such ad campaigns create an aura of "feel good factor" around the product.
In actual effects the products may work or may not work.
The Ethics of Weasel Words
The use of weasel words raises significant ethical concerns. While they may be legal, as they technically do not make false claims, they are often considered deceptive. They exploit consumers' hopes and expectations, leading to potential financial and emotional harm.
Regulatory bodies like the Federal Trade Commission (FTC) in the United States have guidelines to prevent deceptive advertising. However, the subtlety of weasel words often allows them to skirt these regulations and avoid them .legal trouble. This highlights the need for more stringent oversight and consumer education to recognize and critically evaluate such claims.
Conclusion
Weasel words are a powerful tool in the marketing toolkit, allowing advertisers to make their products seem more appealing without making concrete promises. By understanding the origins, psychological impact, and ethical implications of weasel words, consumers can better navigate the landscape of modern advertising and make more informed choices.
By becoming aware of these tactics, consumers can protect themselves from deceptive marketing practices and make more rational, evidence-based purchasing decisions.
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