The rest part of the passage is discussing about the six basic techniques, which are frequently used to create the necessary illusion of superiority.
First, I browse the whole part and find it worthy understanding and digesting.
In para.9, the essay points out the kind of “The Weasel Claim”. It is a modifier that almost contradicts the claim and really a downright of weasels, sucking out the inside of an egg and leaving it to appear intact to the causal observer. Perhaps, this kind of product is not valuable for money. So it cites some samples to prove. The AdMan uses “fight”, not “stop”, “many”, not “all” to balance on the narrow line by a careful choice of words. I guess the product of Listerine maybe has an effect when people use it while after one day or more, it has no function. It doesn’t cure the illness.
Then in the para.10, it talks about the “Water Is Wet” claim, the claim is usually a statement of fact, but not a real advantage over the competition. They are “best” parity products and equal to other products in its category. Just like Rheingold, it is made from grants and water as are other beers.
“So What” is a simple and common expression in oral English, it stands for “why is that important” or “Why should I care”. I pay attention to the sentence---This is similar to the “water is wet” claim except that it claims an advantage that is not shared by most of the other brands in the product category. So why the writer says the claims is true but gives no real advantage to the product. It is contradict in the context. Maybe the samples can help me understanding, I guess. I continue to read then I know Geritol has more than twice the iron of ordinary supplements, But it is not twice as beneficial to the body as ordinary supplement, it is also meaninglessness on “two”.
We must admit the scientific or statistical claims in ads sound impressive as this kind of ad uses some sort of scientific proof or experiment, very specific numbers, or a mystery ingredient. Unfortunately, the FTC also prevents this ad broadcasting because it exaggerates the effect or quality of the products and misleads the buyer.
In para.13 and para.14, the adman uses the “Compliment the Consumer” claim and the “rhetorical Question” to convince customers to buy their goods. The sentence “The lady has taste” bewilders me. What is the accurate meaning of “taste”? Turning to the help of dictionary and reference books, I know “taste” refers to someone’s judgment when they can choose the suitable clothes, decorations and so for themselves. And the sentence “Plymouth---isn’t that the kind of car America wants?” doesn’t need a response from the audience. It means that surely it is the kind of car America wants, and therefore superior to the sentence like “Plymouth---is that the kind of car America wants?”
At the last part of the article, the author points out that ad goes quietly into your mind, affecting your decision in buying things. So long as you live in this society, you can never get rid of its influence. In fact, it has penetrated into every phrase of daily life no matter you peer into the refrigerators or drive past billboard.
