The Meaning of Connotation
Nov 22, 2017 in Samples
Advertisers adopted the technique of using weasel words and misspellings in their business a long time ago. There are numerous reasons why it is an effective tactic that brings about impressive results.
According to an American linguist William Lutz, who conducted an extensive research of weasel words in advertisements, there are four main features of this phenomenon.
Once you are aware of the danger of the weasel words, you start noticing them everywhere. Almost every advertiser uses this technique to create a positive image of the advertised product without giving any factual description.
As far as misspellings are concerned, they also play a vital role in marketing. Based on the work of Alleen Pace Nilsen, who studied how big companies do not follow spelling rules, this behavior can be quite advantageous to the business.
First of all, a unique word can be made into a trademark while you obviously can’t do that with a correctly spelled word or a phrase. Secondly, in marketing, you have to pay for space, so shortening words by simplifying spelling is an easy way out. Finally, there is every likelihood that a misspelled word will stick in your mind and a phrase with a mistake in it will quickly become a catchphrase.
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