From the 9th paragraph to 15th paragraph, the author introduces six basic techniques which the advertisers use in advertisement to create illusion of their product. Addition to that, author also attaches some examples to explain these claims more exactly.
The first one is the Weasel Claim. The reason why the name of this kind of claims names as an animal---weasel is the principle of this technique is just similar with that of the egg-eating habits of weasels. That means the information which is conveyed from the advertisements seems to be true when we first see it but we can find it not convey the truth after we look at it again.
The second claim is the “Water Is Wet” Claim. People must feel that it is absolutely right thing that almost will know it when they first see this sentence. So here it is so clear that it means claims about some features of products is true for any brand in the same product category. This claim can contain true information, but the information is just identical to the claim of other indistinguishable products.
Then I got confused with the “Water Is Wet” Claim and the “So What” Claim. But the author distinguishes the differences between these two kinds of claims. Despite the same thing that they both put across true information to customers, the difference is the later one claims the advantage of product which most of other brands don’t have. The first sentence of 11 paragraph stopped me and I started to think that what does “the careful reader will react by saying” mean. Does this “react” means customer will buy product after watching the “So What” Claim or not? If the former one is right, there seems a contradiction between “react” and “careful”. Why the careful readers still are trapped by AdMan for I thought a careful customer will have immunity to these claims?
The Scientific or Statistical Claim is one of the most common claims and we can always see them when we watch TV. In this claim, the advertisers will use some “exactly” data (because we don’t know whether these data are right or wrong) or “scientific” evidences to persuade people. Contrast to the weasel claim, this type of claim is far more believable.
The Rhetorical Claim appealed to me. First is its word. It is a difficult word with a little difficult pronunciation. Then it means to modify a question with hard words. It can make the strong impression in the watchers mind by raise the question about the product.
All in all, whenever it is, wherever We Are, whatever we do, the advertisement can be seen everywhere and have effect on our life and make our life more colorful.
