Before I read paragraph 9 to paragraph 15, I have almost know what the article is mainly about. In paragraph eight, the author sys six basic techniques, which can create the necessary illusion of superiority. All of these advertising claims are common and easy to understand. They are “the weasel claim”, “the ‘water is wet’ claim”, “the ‘so what’ claim”, “the scientific or statistical claim”, “the compliment the consumer claim” and “the rhetorical question”.
So what is the weasel claim? Words or claims that appear substantial at first glance but disintegrate into hollow meaninglessness at the time of analysis are weasels. So I still not sure about it; then I find some information. Weasel words are used to make products seem special or unique. Some of the most common weasel words are listed to the right.
Commonly used weasel words include "helps" (the champion weasel); "like" (used in a comparative sense); "virtual" or "virtually"; "acts" or "works"; "can be"; "up to"; "as much as"; "refreshes"; "comforts"; "tackles"; "fights"; "come on"; "the feel of"; "the look of"; "looks like"; "fortified"; "enriched"; and "strengthened."
Turning to the water is wet claim. "Water is wet" claims say something about the product that is true for any brand in that product category; the claim is usually a statement of fact, but not a real advantage over the competition.
In paragraph 11; it is about the so what claim. This is the kind 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. This is similar to the "water is wet" claim except that it claims an advantage which is not shared by most of the other brands in the product category.
“so what” is used to show that you do not think something that has been mentioned is important. I am confused by “but is it twice as beneficial to the body?” the complete question would be: but is it twice as beneficial to the body as ordinary supplements are? In the structure “as….as”, the second part of the structure is omitted if you have already mentioned the thing to which you are comparing the amount, measurement or degree.
In paragraph 12; it is about the scientific or statistical claim. This kind of ad uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient. I don’t understand what meanings of “even the weasel “help” did not prevent the FTCfrom demanding that this ad be withdrawn.” Then I checked the word of “prevent” in dictionary, now I know what meanings of this word. The first meaning of Prevent is to keep from doing or happening, the second meaning is hinder. I think in this article prevent means stop somebody to do something.
So what is THE "COMPLIMENT THE CONSUMER" CLAIM? This kind of claim butters up the consumer by some form of flattery.
