Analysis of Doublespeak in Oral-B Advertisements.

Maranatha Christian University

ABSTRACT

Dalam tugas akhir ini saya membahas doublespeak dalam berbagai iklan sikat gigi yang diiklankan oleh Oral-B. Periklanan adalah media komunikasi yang sangat penting bagi sebuah perusahaan untuk mempromosikan serta memperkenalkan produknya kepada konsumen. Seringkali perusahaan menggunakan doublespeak dalam mempromosikan produknya. Tentu saja hal ini tidak disadari oleh konsumen yang melihat serta membaca slogan atau tagline iklan produk tersebut.

Saya mengambil sepuluh iklan sikat gigi Oral-B dari Internet sebagai data analisis dalam skripsi ini. Dalam analisis ini ditemukan empat jenis doublespeak dalam dunia periklanan, yaitu weasel words, unfinished words, parity claim dan up to claim.

Perusahaan berusaha keras untuk menarik minat konsumen dengan iklan yang dibuat. Mereka menggunakan doublespeak untuk mempromosikan produk dengan menonjolkan keunggulan produk dan mengurangi kelemahan produk di mata konsumen. Pilihan kata yang baik dan tepat dapat mempengaruhi minat konsumen untuk membeli produk perusahaan tertentu.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTS

TABLE OF CONTENTS ... i

ABSTRACT ... ii

CHAPTER ONE: INTRODUCTION Background of the Study ... 1

Statement of the Problem ... 4

Purpose of the Study ... 4

Method of Research ... 5

Organization of the Thesis ... 5

CHAPTER TWO: THEORETICAL FRAMEWORK ... 6

CHAPTER THREE: ANALYSIS OF DOUBLESPEAK IN ORAL-B ADVERTISEMENTS ... 10

CHAPTER FOUR: CONCLUSION ... 46

BIBLIOGRAPHY ... 50

Maranatha Christian University

CHAPTER ONE

INTRODUCTION

1.1Background of the Study

As part of the marketing strategy, communication between the company and the reader is important. Companies or organizations need to find the best ways to communicate with their marketing target, which can be called their readers. Without communication, an organization or a company cannot succeed; on the contrary, it can go bankrupt. To prevent this situation, companies or organizations have to find ways to promote their product or services to their customer through a means called advertising. They use advertisements as their

media to communicate with the reader. “Advertising consists of all activities

involved in presenting to an audience a non-personal sponsor-identified, paid-for message about a product or organizations” (Khan 1).

Advertising is used to communicate business information to the reader. It is important for both the advertiser and the reader. However, it is more important for the advertiser because they use advertisement to persuade the reader to buy

Maranatha Christian University their products or services. As an advertisement is used to communicate something, it must carry a message about the product. “Advertisement builds up the reputation of the advertiser. This increases the good will and reputation of the firm, which is necessary to fight against competition on the market” (4).

The topic of my thesis is doublespeak in some Oral-B advertisements, and in this thesis I would like to analyze the language which isused by the advertiser to communicate with the reader. To be more specific, I would like to analyze only the taglines and other information about the products, but not the brand names of the products.

I am going to use Pragmatics as the linguistic area that my topic belongs to, and I use Doublespeak to analyze the language that is used by the advertiser. Doublespeak is “language that pretends to communicate but really does not” (Lutz 1). It is used to hide the true meaning of the words. Based on Doublespeak by William Lutz, it is said that Doublespeak is “language that makes the bad seem good, the negative appear positive, the unpleasant appear attractive or at least

tolerable” (1).

Advertisements use doublespeak to persuade the reader to buy their product and also to promote and attract the reader about a product. It is an effective way for the advertiser to communicate their product. Doublespeak can make something softer and not harsh; it can also claim something which in reality is not like that and it helps the advertiser to claim that their product is better than other products of the same kind.

Maranatha Christian University In general, there are four kinds of doublespeak based on Lutz, namely euphemism, jargon, gobbledygook, and inflated language. However, this thesis will focus on doublespeak in the advertising world. There are four kinds of doublespeak in the advertising world: parity claim, weasel word, up to claim and unfinished word (Lutz 83) .

The reason why I choose this topic is because I see that some products,like toothpastes and toothbrushes are so common in our life. The reader can find these products easily in their lifetime. Products about tooth treatment are some of the products which are used in everyday life. Moreover, I feel interested in doublespeak because we can reveal the hidden meaning from the data with the theory; with doublespeak the reader can know the true meaning, or the real meaning, about the products. Another reason is thatit is interesting to know how

such words in advertisements can mislead the reader’s mind.

The whole word is filled with advertisements. Not only that but it is also dominated by advertisements. No one can get away from advertisements since it can be found anywhere and at anytime. Advertisements appear on the radio, television, magazines, newspapers, billboards and the Internet. Nowadays it is easier for the reader to find advertisements on the Internet. The advertiser uses the Internet to communicate about their products. The Internet is the most effective media of communicating as there is no constraint in that media. Anyone can search for anything at anytime. Thus, many advertisers use the Internet as one of the major forms of media media to increase their sales or their profit.

Maranatha Christian University This thesis is written to inform and give the reader understanding that advertisements havean implied meaning and the advertiser tries to communicate their products to their reader using language that can mislead the reader. Furthermore,I would like to tell the reader that there is a theory which can reveal the implied meaningsbehind the language that is used by the advertiser. From this thesis the reader can pay more attention to each word in the advertisement because not everything in the advertisement communicates the product, as sometimes it is just an empty word without any meaning.

787 words

1.2Statement of the Problem

The problems in this study are formulated as follows:

1. Which words or phrases in the Oral-B advertisements contain doublespeak? 2. What kind of doublespeak do those words or phrases belong to?

3. How does doublespeak mislead the reader?

1.3Purpose of the Study

Following the statement of the problems, the purposes of the study are: 1. To identify which words or phrases in the Oral-B advertisements contain

doublespeak.

2. To identify what kind of doublespeak those words or phrases belong to. 3. To show how doublespeak misleads the reader.

Maranatha Christian University The first step in doing the analysis was searchingfor the theory about doublespeak. Secondly I learnt about the theory before doing the analysis. The next step was gathering and analyzing the data from Oral-B advertisements and the last one was writing the analysis.

1.5Organization of the Thesis

This thesis consists of four chapters. Chapter One is Introduction, which contains Background of the Study, Statement of the Problem, Purpose of the Study, Method of Research and Organization of the Thesis. In Chapter Two I explain doublespeak as the primary theory of the study. Chapter Three contains the analysis of the data. Last is Chapter Four, which contains the conclusion of the discussion in Chapter Three. At the end of this thesis there are Bibliography, consisting of the sources and the references which are used to support this analysis, and Appendices.

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CHAPTER FOUR

CONCLUSION

In this chapter, I would like to present the conclusion of the analysis of doublespeak in ten Oral-B advertisements. Besides this, I would also like to give my personal opinion and comments on the findings elaborated in the previous chapter. From the analysis, it is clear that the advertiser uses the four types of doublespeak in the advertising world, which areweasel words, unfinished words, up to claim and parity claim to promote the product to the readers.

The most common type of doublespeak which is used in the Oral-B advertisements is weasel words. Out of theten Oral-B advertisements analyzed in this thesis, weasel words can be found in nine advertisements. Weasel words become the most frequent type which is used in the advertisements because,in my opinion,it is easier for the advertiser to promote their product to the readers using weasel words. By using weasel words, the advertiser can make somethingordinary become extraordinary. Most people will not realize that the advertiser

Maranatha Christian University usesa weasel word when promoting a product to the readers because they have to think about the words in the advertisements more than once if they want to see the real meaning of those words.

I also find out that the word clean is the most frequently weasel words used in the Oral-B advertisements analyzed in this thesis. It can be found in data 3, 4, 6, and 10. It can be understand that the word clean is used to promote the product of Oral-B because the main function is as a cleaning tool for teeth.

Another common word which is used to advertise the product is the word help. This word can be found in data 1, 3, and 10. Most readers usually just pay attention to the claim that comes after the word help because they think that the products can really perform the claims as it is promised in the advertisements without considering the meaning of the word help itself. If the advertiser wants to show that this product can clean the teeth or can perform the claims, the advertiser does not have to use the word help. This word has been used to minimize the weakness of the product, which only assists to clean, or to fulfill the claims about the teeth.

Besides the word help, the word new is also frequently used by the advertiser to create a dramatic effect about the advertisements of the product. The word new can be found in data 2, 5, and 7 in this thesis. By using the word new, the readers will think that this product is completely new, while in fact the advertiser just makes a small change to the product. For example, the advertiser changes the color of the package, which is not related to the function of the product, but the readers are made to believe that this product is different,

Maranatha Christian University isbetterthan the older one, and may give a different benefit to the readers after using the product.

The type of doublespeak that is rarely used in the advertisements is parity claim. It can be found only in data 4, 5, and 10. In my personal opinion, the advertiser rarely uses parity claim in the advertisements because it is too risky for the advertiser to claim that his product is the best product among all the brands. It will create disagreement in the readers’ mindsas they may have already tried other toothbrush brands. Besides this, the advertiser just wants to explain that their product is better than the other brands. The advertiser does not want to state that the product is the best product because this can be debated by the readers or by other companies with the same type of product.

From those analyses, it can be concluded that the advertiser uses doublespeak to promote their product. The advertiser cannot be considered to lie to the readers about the product. The advertiser is just being smart when he uses particular words to advertise the product to the readers. The advertiser just wants to minimize the weakness of the product by using particular words that can make something ordinary become extraordinary. The advertiser chooses specific words to make their product beenoutstanding. The readers need to pay more attention to the meaning of each word in the advertisement and then they would realize that the product is not as extraordinary as it is claimed to be in the advertisements.

In my personal opinion, there are some advantages of studying doublespeak in the advertising world. First, doublespeak can give us more knowledge and understanding about how an advertiser clearly advertises the

Maranatha Christian University product to the readers and also about how the advertiser chooses the words carefully to convince the readers that the product is important; thus, they think that they must quickly have the product purchase. Second, doublespeak can sharpen our linguistic awareness when reading the tagline of a product. We will be more careful and pay more attention to the meaning of each word that is used in the advertisements. If we know doublespeak we will not be misled by the words in the advertisements. On the contrary, we will think twice about the product before buying it. Doublespeak also makes us more critical if we want to buy something. It makes us realize that each word in the advertisements has the same importance in meaning; thus, we have to consider the meaning of each word one by one.

Last but not least, I would like to give some suggestions for future researchers. It isimportant that they understand well the differences between the four types of doublespeak in the advertising world because some words can sometimes be classified into more than one type of doublespeak. Besides this, we also have to be careful and sensitive to define which type those words belong to in doublespeak. If future researchers wish to analyze doublespeak by using advertisements as their data, it would be much better if the researchers use the data from the same brand, or the researchers can use the same type of product from the same brand, for example, some mascara advertisements from Revlon or some toothpastes from Pepsodent. It will be easier for the researchers to make a conclusion if they choose the advertisements from the same brand, especially if it

Maranatha Christian University

BIBLIOGRAPHY

Data source

Oral-B Cross Action.Advertisement. n.d. Web. 26 August 2014. Print.

Oral-B Deep Sweep 5000.Advertisement. n.d. Web. 04 September 2013. Print. Oral-B Electric Toothbrush.Advertisement. n.d. Web. 07 March 2014. Print. Oral-B Professional Care 1000 Limited Edition.Advertisement. n.d. Web. 07

March 2014. Print.

Oral-B Professional Care 1000.Advertisement. n.d. Web. 07 March 2014. Print. Oral-B Professional Care 3000.Advertisement. n.d. Web. 07 March 2014. Print. Oral-B Professional Care 8850 Advertisement. Advertisement. n.d. Web. 04

September 2013. Print.

Oral-B Professional Care 9900 Triumph with Smartguide.Advertisement. n.d. Web. 26 September 2014. Print.

Oral-B Professional.Advertisement. n.d. Web. 07 March 2014. Print. Oral-B Triumph.Advertisement. n.d. Web. 04 September 2013. Print.

References

Ad Strategy Thinking about the Thinking behind Advertising. Win with your toothbrush. 2010. Web. 16 Oct. 2013

Maranatha Christian University “Brilliant.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. Canadian Dental Association.“Teeth Whitening.” Web. 11 Mar. 2014.

“Care.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Clean.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Deep.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Dramatic.” Def. 4. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Effective.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Extraordinary.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005.

Print.

“Excessive.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Gentle.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Gentle.” Def. 3. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Gently.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

“Help.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Improve.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Innovative.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Inspire.” Def. 1.Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.Khan, R. R., S.R. Kamble, and Rita Khatri.“Advertising.” Mumbai: University of

Mumbai, 2010. Web. October 2011

Lutz, William. Doublespeak. New York: Harper Perennial, 1990. Print. “Much.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

Maranatha Christian University “Naturally.” Def. 4. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “New.” Def. 1.Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Optimum.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Ordinary.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Over.” Def. 5. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Power.” Def. 10. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Precision.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Professional.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005.

Print.

“Recommended.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

“Reduce.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Regular.” Def. 8. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Sensitive.” Def. 5. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Smart.” Def. 3. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Sonic.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

“Special.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Superior.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Ultimate.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Vitality.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

“Whiten.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Worldwide.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

Maranatha Christian University usesa weasel word when promoting a product to the readers because they have to think about the words in the advertisements more than once if they want to see the real meaning of those words.

I also find out that the word clean is the most frequently weasel words used in the Oral-B advertisements analyzed in this thesis. It can be found in data 3, 4, 6, and 10. It can be understand that the word clean is used to promote the product of Oral-B because the main function is as a cleaning tool for teeth.

Another common word which is used to advertise the product is the word help. This word can be found in data 1, 3, and 10. Most readers usually just pay attention to the claim that comes after the word help because they think that the products can really perform the claims as it is promised in the advertisements without considering the meaning of the word help itself. If the advertiser wants to show that this product can clean the teeth or can perform the claims, the advertiser does not have to use the word help. This word has been used to minimize the weakness of the product, which only assists to clean, or to fulfill the claims about the teeth.

Besides the word help, the word new is also frequently used by the advertiser to create a dramatic effect about the advertisements of the product. The word new can be found in data 2, 5, and 7 in this thesis. By using the word new, the readers will think that this product is completely new, while in fact the advertiser just makes a small change to the product. For example, the advertiser changes the color of the package, which is not related to the function of the product, but the readers are made to believe that this product is different,

Maranatha Christian University isbetterthan the older one, and may give a different benefit to the readers after using the product.

The type of doublespeak that is rarely used in the advertisements is parity claim. It can be found only in data 4, 5, and 10. In my personal opinion, the advertiser rarely uses parity claim in the advertisements because it is too risky for the advertiser to claim that his product is the best product among all the brands. It will create disagreement in the readers’ mindsas they may have already tried other toothbrush brands. Besides this, the advertiser just wants to explain that their product is better than the other brands. The advertiser does not want to state that the product is the best product because this can be debated by the readers or by other companies with the same type of product.

From those analyses, it can be concluded that the advertiser uses doublespeak to promote their product. The advertiser cannot be considered to lie to the readers about the product. The advertiser is just being smart when he uses particular words to advertise the product to the readers. The advertiser just wants to minimize the weakness of the product by using particular words that can make something ordinary become extraordinary. The advertiser chooses specific words to make their product beenoutstanding. The readers need to pay more attention to the meaning of each word in the advertisement and then they would realize that the product is not as extraordinary as it is claimed to be in the advertisements.

In my personal opinion, there are some advantages of studying doublespeak in the advertising world. First, doublespeak can give us more knowledge and understanding about how an advertiser clearly advertises the

Maranatha Christian University product to the readers and also about how the advertiser chooses the words carefully to convince the readers that the product is important; thus, they think that they must quickly have the product purchase. Second, doublespeak can sharpen our linguistic awareness when reading the tagline of a product. We will be more careful and pay more attention to the meaning of each word that is used in the advertisements. If we know doublespeak we will not be misled by the words in the advertisements. On the contrary, we will think twice about the product before buying it. Doublespeak also makes us more critical if we want to buy something. It makes us realize that each word in the advertisements has the same importance in meaning; thus, we have to consider the meaning of each word one by one.

Last but not least, I would like to give some suggestions for future researchers. It isimportant that they understand well the differences between the four types of doublespeak in the advertising world because some words can sometimes be classified into more than one type of doublespeak. Besides this, we also have to be careful and sensitive to define which type those words belong to in doublespeak. If future researchers wish to analyze doublespeak by using advertisements as their data, it would be much better if the researchers use the data from the same brand, or the researchers can use the same type of product from the same brand, for example, some mascara advertisements from Revlon or some toothpastes from Pepsodent. It will be easier for the researchers to make a conclusion if they choose the advertisements from the same brand, especially if it

Maranatha Christian University

BIBLIOGRAPHY

Data source

Oral-B Cross Action.Advertisement. n.d. Web. 26 August 2014. Print.

Oral-B Deep Sweep 5000.Advertisement. n.d. Web. 04 September 2013. Print. Oral-B Electric Toothbrush.Advertisement. n.d. Web. 07 March 2014. Print. Oral-B Professional Care 1000 Limited Edition.Advertisement. n.d. Web. 07

March 2014. Print.

Oral-B Professional Care 1000.Advertisement. n.d. Web. 07 March 2014. Print. Oral-B Professional Care 3000.Advertisement. n.d. Web. 07 March 2014. Print. Oral-B Professional Care 8850 Advertisement. Advertisement. n.d. Web. 04

September 2013. Print.

Oral-B Professional Care 9900 Triumph with Smartguide.Advertisement. n.d. Web. 26 September 2014. Print.

Oral-B Professional.Advertisement. n.d. Web. 07 March 2014. Print. Oral-B Triumph.Advertisement. n.d. Web. 04 September 2013. Print.

References

Ad Strategy Thinking about the Thinking behind Advertising. Win with your toothbrush. 2010. Web. 16 Oct. 2013

Maranatha Christian University “Brilliant.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. Canadian Dental Association.“Teeth Whitening.” Web. 11 Mar. 2014.

“Care.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Clean.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Deep.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Dramatic.” Def. 4. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Effective.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Extraordinary.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005.

Print.

“Excessive.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Gentle.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Gentle.” Def. 3. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Gently.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

“Help.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Improve.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Innovative.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Inspire.” Def. 1.Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.Khan, R. R., S.R. Kamble, and Rita Khatri.“Advertising.” Mumbai: University of

Mumbai, 2010. Web. October 2011

Lutz, William. Doublespeak. New York: Harper Perennial, 1990. Print. “Much.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

Maranatha Christian University “Naturally.” Def. 4. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “New.” Def. 1.Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Optimum.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Ordinary.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Over.” Def. 5. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Power.” Def. 10. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Precision.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Professional.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005.

Print.

“Recommended.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

“Reduce.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Regular.” Def. 8. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Sensitive.” Def. 5. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Smart.” Def. 3. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Sonic.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

“Special.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Superior.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Ultimate.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Vitality.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.

“Whiten.”Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print. “Worldwide.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.