By the first time I saw the meaning of “weasel”——a strange word——in the dictionary, a thought flashed suddenly that not pure but more intends are involved in this kind claim, just like an old saying in China. When the national day or New Year’s Day comes, lots of cards are stuck in the glass shower with big words such as half sale, buy one and gain one [receive another one] to attract customers. Apparently, that’s impossible because as we all know, profiting [profits] is the only aim for business that they [business people], I mean these merchants couldn’t separate their benefits from the goods. So, a conclusion could be get that there must be some secrets we didn’t know which are benefit the businessman. However, people, of course including me, are still rushed into these shops to choose their likes. Looking from one different angel, claims of this form [kind?] makes full use of consumers’ purchasing psychology that they all want to buy the high-qualified goods with a low price even if they know it’s just a lie at last.
As the author pointed out, there are something similar between the “Water Is Wet” claim and the “So What” one. Generally speaking, these forms [of] claims couldn’t draw our attention or interest, not only because of their useless slogans but also on account of their superficial ideas. While, TV, radio and other medias are mostly occupied by these two ads. Especially in China, the level of ad is not very well but many managers are favoring of [in favor of] this way to publicize their products or company regardless other conditions.
Opposite to last two modes, we usually prefer to the “Scientific or Statistical” claim. Firstly, compared with the literal language, the precise data showed in the advertisement could bring a more specific impression by [by 刪去] which we can get more information about the product [from]. secondly, to some extent, it is a quality warranty of product which would add [increase] our purchase desire. We would find that most of advertisements of this kind are the merchandise with high technology, for instance, electrical products, nutrition, if we pay more attention to them.
As to the “compliment the Consumer” claim, actually, I don’t like it although I don’t reject it, that’s contradiction indeed. nevertheless, this kind advertising often made consumers happy and buy the goods with willingness.
The last sort of ad is my favorite, a question and an answer. The question aimed [aims] at [to] drawing attention and then the answer at [aims to] deepening the impression. An advertisement, from the first time we met on, is [was] left In My Memory. A big question mark [marks] in the middle of one page in a magazine, No One Knows what it means, and this magazine is published once a month. It is a big attraction not only to the curious people but the average ones also, isn’t it? Answer is given in the next period magazine, it is a computer advertising that similar to the first one ——a computer picture lies in the middle of one page.
