The Influence of Media Advertising in People

Without even realizing it, ordinary people are influenced by the medias advertisement everyday. Advertisers have different approaches of persuading individuals to buy their product. The Language of Advertising Claims, by Jeffrey Schrank, lists ten different types of claims that advertisers use to give their product a false impression of supremacy. To convince consumers of the products superiority, Rembrandts Toothpaste advertisement bombards them with claims such as the Weasel Claim and the Were Different and Unique Claim, while Cover Girls Triple Mascara advertisement uses So What Claim and also the Were Different and Unique Claim.

Rembrandt is promoting its new toothpaste using the Weasel Claim and the Were Different and Unique Claim. According to Schrank, a weasel word is a modifier that practically negates the claim that follows. Words or claims that appear substantial upon first look but disintegrate into hollow meaninglessness on analysis are weasels (185). First of all, the ads background is entirely solid navy blue. Across the top of this advertisement is a headline in bold white letters that reads: Unsurpassed Whitening. In the center of the page, bright rays of light shine from the Rembrandt container in a star like pattern. Written on the container, in addition to the name of the product, are six different qualities this toothpaste has to offer. One of them reads: Fights Cavities. This is a perfect example of the infamous Weasel claim. Fights is a commonly used weasel word, says Schrank (185). The fact that it fights cavities means absolutely nothing. This advertisement also presents a second claim, the Were Different and Unique Claim. Schrank defines this kind of claim as one that states that there is nothing else quite like the product advertised. The uniqueness claim is supposed to be interpreted by readers as a claim to superiority (186). There are several samples of this claim in the ad. One example is the bold heading across the top that reads, Unsurpassed Whitening. This phrase is insinuating that no other brand of toothpaste can exceed Rembrandts. Another apparent example of this claim is the small heading written on the container, Superior Whitening Toothpaste. This is clearly stating that there is no other product like Rembrandts. All of the other brands essentially provide the user with the equivalent result. After the inspection, the advertisement still manages to enlighten the buyers imagination into believing it is better-quality toothpaste. People, nevertheless, will continue to purchase New Rembrandt Plus with Peroxide, Superior Whitening Toothpaste and Minty Fresh Flavor.

Cover Girl is publicizing its new triple mascara by using the So What Claim and the Were Different and Unique Claim. The So What Claim, as indicated by Schrank, is a type 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 (187). The background of the advertisement is a beautiful sky blue. Along the right side, there are six unevenly spaced, white lines of different thickness passing through three different sized circles. In front of this abstract design, the blue bold headings disproportionately arranged read: curly-fringy-thick! One mascara that does 3 tricks! New triple mascara curls, separates and thickens lashes. Next to the headings are three triple mascaras standing up forming an X. Below this formation is a mirrored image, as if the mascaras were placed on a mirror. The thickening of lashes can be done by any other brand of mascara. The advertiser wants the consumers to believe they are going to receive more out of this mascara than out of most of the other brands. This advertisement also uses the Were Different and Unique Claim to attempt to encourage customers to buy this product. As aforementioned, this kind of claim states that there is nothing else quite like the product advertised (186). Cover Girl is implying that no other brand of mascara can perform three different tricks using just one mascara. The image on the magazine, however, shows no difference between other mascaras. How can it be better than the others? The entire basis of the claim is to aim to influence peoples belief of the products advantage. The advertisement is tricky enough to convince one to go out and buy this product. After examination and hands on experience, it is evident that any mascara can perform just as well as Cover Girls triple mascara. However, the claims purpose is served as many purchases are still made.

Marketing began decades ago and continues to be a growing industry. It is hard to grasp the concept of the powerful influence of a simple advertisement. People are fooled everyday through television, billboards, the radio, magazines, and the internet. Claims are just one of the many techniques of advertising. Gaining knowledge of these claims will enable a consumer to think twice before actually buying the product. Use intelligence and common sense and be aware of the claims!