Analysis of the Use of Doublespeak in Clinique Advertisements.
ABSTRACT
Dalam tugas akhir ini saya membahas tentang doublespeak yang sering
ditemui dalam komunikasi publik. Komunikasi publik merupakan jenis
komunikasi satu arah di mana satu pihak menyampaikan informasi dan pihak
yang lain hanya menerima informasi tersebut. Dalam tugas akhir ini, saya
mengidentifikasi jenis doublespeak yang ditemukan dalam iklan Clinique serta
membahas maksud sebenarnya di balik doublespeak yang ada.
Doublespeak merupakan bagian dari Pragmatik yang dapat membuat yang
hal buruk terlihat baik, hal-hal yang kurang menyenangkan terlihat dapat ditolerir,
dan seterusnya. Hal ini biasanya dilakukan dengan tujuan untuk menyesatkan
lawan bicara.
Dalam iklan, doublespeak dapat ditemui dalam berbagai jenis, yaitu
weasel word, parity claim, unfinished word dan up-to claim. Pada hakikatnya
tujuan dari doublespeak dalam iklan adalah untuk menarik perhatian pembaca,
menjadikan produk yang ditawarkan tampak menjanjikan, dan mengarahkan
pembaca untuk mengintepretasikan iklan tersebut secara positif.
Dalam tugas akhir ini, saya menemukan dua jenis doublespeak yang
paling dominan digunakan dalam iklan Clinique, yaitu weasel word dan
unfinished word.
ii
Maranatha Christian University
TABLE OF CONTENTS
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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Organization of the Thesis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
CHAPTER TWO: THEORETICAL FRAMEWORK . . . . . . . . . . . . . . . . . . . 6
CHAPTER THREE: ANALYSIS OF DOUBLESPEAK IN CLINIQUE
ADVERTISEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
CHAPTER FOUR: CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
BIBLIOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
APPENDICES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37
i
Maranatha Christian University
CHAPTER ONE
INTRODUCTION
Background of the Study
In general, we all know that human beings are social beings. As social
beings, we need to be part of a social community and interact with others in that
community. Communication is considered successful when the information is
conveyed and exchanged correctly by whatever means necessary.
There are two kinds of communication: one-way and two-way
communication. Unlike two-way communication, in which each participant has
the same portion of role to communicate, in one-way communication, the
information flows from one side only: the speaker will give the hearer the
information.
Mass-communication is a form of communication that involves many
people (public). Most of the time, mass-communication utilizes the presence of
mass media such as television, magazines, newspapers, and radio, for the reason
that its foremost purpose is to spread information to the public.
In mass-
communication, the information goes from one side (the speaker or
1
Maranatha Christian University
advertiser or giver) to the other side (the listener or consumer or receiver). It
hardly ever goes the other way round. For this particular reason, it is clear that
mass-communication is a form of one-way communication.
In one-way communication, the fact that the information receivers are not
in the position to make inquiries or to confirm their vague understanding makes
them have to accept the information just as it is and thus, they may come up with
their own interpretation. Such a situation can be abused by the information givers
by intentionally giving blurred information to cover up the fact and lead the public
(the audience) to believe what they want them to believe for their own sakes. In
other words, they mislead the public. One way of doing it is by using doublespeak
which is part of Pragmatics, which “is a study that deals with three concepts:
meaning, context, and communication.” (Schriffin 190)
Doublespeak is a method of presenting speakers’ meaning to others in a
certain way to get a certain response and understanding as well. Doublespeak is a
language deliberately constructed to disguise or distort its actual meaning, often
resulting in communication bypass. Such language is associated with
governmental, military, corporate institutions, and advertising language. (Lutz
153)
Moreover, Doublespeak is about the choosing of words and agreeing the
facts with each other. Basically, as long as there is some truth in the words, it is
considered the fact. The basic of doublespeak is inappropriateness between what
is told or left untold, and what it really is. Doublespeak deals with the
inappropriateness between the word and referent, between the main function of
2
Maranatha Christian University
language, communication and what doublespeak does: give the wrong impression,
twist, deceive, exaggerate, elude, and complicate. (Lutz 1,2)
According to Lutz, in advertisement there are some types of doublespeak,
which are weasel word, parity claim, unfinished word, and up to claim. In
advertisement, words rule the consumers’ mindset. In general, the advertiser uses
these types of doublespeak to mislead the consumers. By using doublespeak, the
advertiser can make their claims of the product and we as the consumers do not
know the real meaning of the claims.
Spotting and recognizing the occurrence of doublespeak can be a tricky
thing to do. However, once found, it may help to give a better understanding of
what someone is really talking about and to learn the truth that is probably hidden
under carefully arranged words.
In my opinion, misleading information caused by doublespeak in public
communication especially in some advertisements is an interesting and
challenging topic for a thesis. This thesis sees the whole communication act as a
trip in which the advertiser or the information giver is the place of departure and
the receiver’s understanding or interpretation is the destination.
In writing a thesis on this subject, I find the data in the form of
advertisement posters, which are downloaded from the Internet. I choose the
advertisement of Clinique because I can notice how Clinique advertisement,
which, based on the appearance, looks simple, but works well. Therefore I am
interested in finding out how as it persuades the costumers to buy the product.
3
Maranatha Christian University
The significance of the topic is that I realize the verbal text in Clinique
advertisement has some influences over consumers who probably will buy and
use the products. Therefore, the consumers can be critical enough to decide which
product is giving the best offer and saying the truth in their advertisement.
Hopefully this can help the consumers to choose the products carefully and
wisely.
(Words : 731)
Statement of the Problem
The problems in this study are formulated as follows:
1. What type of doublespeak is applied?
2. How does the doublespeak mislead the reader?
Purpose of the Study
Following the statement of the problems, the purposes of this study are:
1. To classify the kind(s) of doublespeak found in the data.
2. To figure out how the doublespeak misleads the reader.
Method of Research
I search for the data in the Internet. The data are in the form of
advertisement posters. The following steps are selecting, listing, analyzing the
data, and concluding the analysis. Some theories from textbooks and the Internet
are used to analyze the data. Finally, I write the research report.
4
Maranatha Christian University
Organization of the Thesis
The thesis contains four chapters. Background of the Study, Statement of
the Problem, Purpose of the Study, Method of Research, and Organization of the
Thesis are presented in Chapter One, which is the Introduction. What is presented
in Chapter Two is Theoretical Framework. In Chapter Three, the data analysis is
presented. The last chapter, Chapter Four, states the Conclusion. Bibliography and
Appendices are both put at the end of the thesis.
5
Maranatha Christian University
CHAPTER FOUR
CONCLUSION
In this chapter I would like to state some concluding points based on the
findings of the forms of doublespeak found in some online Clinique
advertisements that have been explained in the previous chapter.
I conclude that doublespeak can easily be found in Clinique
advertisements. Uniquely, when I search the data, I find some Clinique
advertisements that contain many texts which persuade the consumers to put their
attention to the product.
In the Clinique advertisements, the advertiser does not put any beautiful
models in his advertisements. The advertiser just puts the picture of the product
and a lot of text. It can be said that the advertiser uses the verbal text as his main
tool for making his advertisements; that is why, he uses more verbal text than the
images or visual text.
30
Maranatha Christian University
In my opinion, the reason for the advertiser using the verbal text as his
main tool in the advertisement is because the verbal text helps a lot in elaborating
the positive things about the product. This will certainly become very effective in
persuading the consumers so that they will instantly buy the product or at least the
consumers become familiar and know what is in the inside of the product.
The use of the words containing doublespeak is so intense in these
advertisements, as seen in the total number of doublespeak found. This is obvious
in Chapter Three, in which it is explained that there are forty data of doublespeak
found in only three Clinique advertisements.
Based on the findings in Chapter Three, the advertiser uses 31 weasel
words and 9 unfinished words. Thus, weasel words are the most dominant type of
doublespeak in Clinique advertisements. The purpose of using weasel words is
that the advertiser can make a claim for his product but in fact, he does not make
any claim at all. In addition, the purpose of using unfinished words is to make the
consumers or the readers captivate by the product without declare any promise
about the product. In my opinion, the use of weasel words can help the advertiser
to make his consumers impressed without realizing that they are being misled. I
also believe that the use of weasel words is the most effective doublespeak type to
mislead the consumers, because the consumers are easily impressed by “big”
words like amazing, fantastic, new, and so on and think about the positive claims
of the product.
In some advertisements, I find some weasel words and unfinished words
which are used more than once used. They are more even tone, virtually, new and
31
Maranatha Christian University
help. In advertisements 2 and 3, the phrase more even tone refers to the result of
how this product works to the consumers’ skin when the consumers use it. The
phrase more even tone is an unfinished word that makes the consumers have their
own claim with their own standard about the skin tone. This is a clever strategy as
consumers are let to assume that when they use the product, their skin will get
some skin tone improvements; whether it is darker or brighter than before.
The words virtually and help are two of the most powerful weasel words.
In the advertisements the word virtually and help are just a distraction for the
consumers. The consumers usually tend to pay more attention to the words after
virtually and help. In my opinion, the words virtually and help are effective to use
in a cosmetic product advertisement. Consumers, especially females, are easily
made to believe the promise and attraction of the words after virtually and help.
In Clinique advertisements, the words after virtually and help are the top
issue for females. For example, the phrase help defeat lines and wrinkles contains
the top issue about the beauty of face skin. Most females want their skin to have
no lines and wrinkles that show the signs of aging. Thus, by using the words
virtually or help before or even after the phrase, most females are led to use the
product to get the results mentioned.
Advertisements 1 and 3 use the word new. This word is one of the most
frequently used weasel words in advertisements. The advertiser tricks the
consumers by using the word new. In my opinion, the word new is like a magnet
for the consumers to buy the product. Every time we read or find the word new in
an advertisement, we will think to buy it because it is the only recently produced
32
Maranatha Christian University
product of a brand. We will be so curious about the product that we want to try it.
Besides,the advertiser lets us as the consumers feel curious and give us a chance
to guess what the new thing of the product is.
As an overall comment, I conclude that doublespeak is a significant part of
advertisements. Doublespeak gives advertisements more varieties and thus, they
make the advertisement more interesting and impressive. In the advertising world,
doublespeak gives outstanding appeals. To be more creative, the advertiser or the
product maker should use doublespeak as their tool and connect it to what is really
attractive for their consumers in facing the competitiveness of the advertising
world.
Using doublespeak in advertisements is also a smart strategy because the
advertiser can mislead the potential consumers without being afraid of being sued.
This is because doublespeak lets the consumers make the interpretation
themselves without having to explicitly starting too much about his product to the
consumers.
Finally, I would like to say that students of the English Department who
are interested in doing an analysis of the use of doublespeak in advertisements are
recommended to choose advertisements which have various types of doublespeak.
In this way, the analysis can show a more thorough elaboration of doublespeak.
Words: 956
33
Maranatha Christian University
BIBLIOGRAPHY
Primary Text
Clinique
and
“Reason
Why”.
N.p.,30
January
2011.
.
4
September 2014.
Flattery
Will
Get
an
Ad
Nowhere.
N.p.,13
December
2010.
. 18 February 2014.
References
“Amazing.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Boost.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Clarity.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Decelerate.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Deeply.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Diminish.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
34
Maranatha Christian University
“Energize.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Happy.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Help.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Improved.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Intensifies.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Interrupt.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Long.” Def. 3. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Luminous.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Natural.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Naturally.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“New.” Def. 12. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Perfect.” Def. 4. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Restorative.” Def. 3. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Slow.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Surge.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Suspended.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Virtually.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
35
Maranatha Christian University
“Visibly.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Visibly.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
Hornby, A. S. , Colin McIntosh, Sally Wehmeier. Oxford Advanced Learner’s
Dictionary 7th Edition. London, 2005. Print.
Lutz, William. Doublespeak From “Revenue Enhancement” to “Terminal Living”
How Government, Business, Advertiser, and Other Use Language to
Deceive You. New York: Harper Perennial, 1990. Print.
Lutz, William. The World of Doublespeak: 347-357. Web. 18 February 2014.
Winter. Public Relation Quarterly. 1988-1989. Web. 18 February 2014.
36
Maranatha Christian University
Dalam tugas akhir ini saya membahas tentang doublespeak yang sering
ditemui dalam komunikasi publik. Komunikasi publik merupakan jenis
komunikasi satu arah di mana satu pihak menyampaikan informasi dan pihak
yang lain hanya menerima informasi tersebut. Dalam tugas akhir ini, saya
mengidentifikasi jenis doublespeak yang ditemukan dalam iklan Clinique serta
membahas maksud sebenarnya di balik doublespeak yang ada.
Doublespeak merupakan bagian dari Pragmatik yang dapat membuat yang
hal buruk terlihat baik, hal-hal yang kurang menyenangkan terlihat dapat ditolerir,
dan seterusnya. Hal ini biasanya dilakukan dengan tujuan untuk menyesatkan
lawan bicara.
Dalam iklan, doublespeak dapat ditemui dalam berbagai jenis, yaitu
weasel word, parity claim, unfinished word dan up-to claim. Pada hakikatnya
tujuan dari doublespeak dalam iklan adalah untuk menarik perhatian pembaca,
menjadikan produk yang ditawarkan tampak menjanjikan, dan mengarahkan
pembaca untuk mengintepretasikan iklan tersebut secara positif.
Dalam tugas akhir ini, saya menemukan dua jenis doublespeak yang
paling dominan digunakan dalam iklan Clinique, yaitu weasel word dan
unfinished word.
ii
Maranatha Christian University
TABLE OF CONTENTS
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 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Organization of the Thesis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
CHAPTER TWO: THEORETICAL FRAMEWORK . . . . . . . . . . . . . . . . . . . 6
CHAPTER THREE: ANALYSIS OF DOUBLESPEAK IN CLINIQUE
ADVERTISEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
CHAPTER FOUR: CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
BIBLIOGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
APPENDICES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37
i
Maranatha Christian University
CHAPTER ONE
INTRODUCTION
Background of the Study
In general, we all know that human beings are social beings. As social
beings, we need to be part of a social community and interact with others in that
community. Communication is considered successful when the information is
conveyed and exchanged correctly by whatever means necessary.
There are two kinds of communication: one-way and two-way
communication. Unlike two-way communication, in which each participant has
the same portion of role to communicate, in one-way communication, the
information flows from one side only: the speaker will give the hearer the
information.
Mass-communication is a form of communication that involves many
people (public). Most of the time, mass-communication utilizes the presence of
mass media such as television, magazines, newspapers, and radio, for the reason
that its foremost purpose is to spread information to the public.
In mass-
communication, the information goes from one side (the speaker or
1
Maranatha Christian University
advertiser or giver) to the other side (the listener or consumer or receiver). It
hardly ever goes the other way round. For this particular reason, it is clear that
mass-communication is a form of one-way communication.
In one-way communication, the fact that the information receivers are not
in the position to make inquiries or to confirm their vague understanding makes
them have to accept the information just as it is and thus, they may come up with
their own interpretation. Such a situation can be abused by the information givers
by intentionally giving blurred information to cover up the fact and lead the public
(the audience) to believe what they want them to believe for their own sakes. In
other words, they mislead the public. One way of doing it is by using doublespeak
which is part of Pragmatics, which “is a study that deals with three concepts:
meaning, context, and communication.” (Schriffin 190)
Doublespeak is a method of presenting speakers’ meaning to others in a
certain way to get a certain response and understanding as well. Doublespeak is a
language deliberately constructed to disguise or distort its actual meaning, often
resulting in communication bypass. Such language is associated with
governmental, military, corporate institutions, and advertising language. (Lutz
153)
Moreover, Doublespeak is about the choosing of words and agreeing the
facts with each other. Basically, as long as there is some truth in the words, it is
considered the fact. The basic of doublespeak is inappropriateness between what
is told or left untold, and what it really is. Doublespeak deals with the
inappropriateness between the word and referent, between the main function of
2
Maranatha Christian University
language, communication and what doublespeak does: give the wrong impression,
twist, deceive, exaggerate, elude, and complicate. (Lutz 1,2)
According to Lutz, in advertisement there are some types of doublespeak,
which are weasel word, parity claim, unfinished word, and up to claim. In
advertisement, words rule the consumers’ mindset. In general, the advertiser uses
these types of doublespeak to mislead the consumers. By using doublespeak, the
advertiser can make their claims of the product and we as the consumers do not
know the real meaning of the claims.
Spotting and recognizing the occurrence of doublespeak can be a tricky
thing to do. However, once found, it may help to give a better understanding of
what someone is really talking about and to learn the truth that is probably hidden
under carefully arranged words.
In my opinion, misleading information caused by doublespeak in public
communication especially in some advertisements is an interesting and
challenging topic for a thesis. This thesis sees the whole communication act as a
trip in which the advertiser or the information giver is the place of departure and
the receiver’s understanding or interpretation is the destination.
In writing a thesis on this subject, I find the data in the form of
advertisement posters, which are downloaded from the Internet. I choose the
advertisement of Clinique because I can notice how Clinique advertisement,
which, based on the appearance, looks simple, but works well. Therefore I am
interested in finding out how as it persuades the costumers to buy the product.
3
Maranatha Christian University
The significance of the topic is that I realize the verbal text in Clinique
advertisement has some influences over consumers who probably will buy and
use the products. Therefore, the consumers can be critical enough to decide which
product is giving the best offer and saying the truth in their advertisement.
Hopefully this can help the consumers to choose the products carefully and
wisely.
(Words : 731)
Statement of the Problem
The problems in this study are formulated as follows:
1. What type of doublespeak is applied?
2. How does the doublespeak mislead the reader?
Purpose of the Study
Following the statement of the problems, the purposes of this study are:
1. To classify the kind(s) of doublespeak found in the data.
2. To figure out how the doublespeak misleads the reader.
Method of Research
I search for the data in the Internet. The data are in the form of
advertisement posters. The following steps are selecting, listing, analyzing the
data, and concluding the analysis. Some theories from textbooks and the Internet
are used to analyze the data. Finally, I write the research report.
4
Maranatha Christian University
Organization of the Thesis
The thesis contains four chapters. Background of the Study, Statement of
the Problem, Purpose of the Study, Method of Research, and Organization of the
Thesis are presented in Chapter One, which is the Introduction. What is presented
in Chapter Two is Theoretical Framework. In Chapter Three, the data analysis is
presented. The last chapter, Chapter Four, states the Conclusion. Bibliography and
Appendices are both put at the end of the thesis.
5
Maranatha Christian University
CHAPTER FOUR
CONCLUSION
In this chapter I would like to state some concluding points based on the
findings of the forms of doublespeak found in some online Clinique
advertisements that have been explained in the previous chapter.
I conclude that doublespeak can easily be found in Clinique
advertisements. Uniquely, when I search the data, I find some Clinique
advertisements that contain many texts which persuade the consumers to put their
attention to the product.
In the Clinique advertisements, the advertiser does not put any beautiful
models in his advertisements. The advertiser just puts the picture of the product
and a lot of text. It can be said that the advertiser uses the verbal text as his main
tool for making his advertisements; that is why, he uses more verbal text than the
images or visual text.
30
Maranatha Christian University
In my opinion, the reason for the advertiser using the verbal text as his
main tool in the advertisement is because the verbal text helps a lot in elaborating
the positive things about the product. This will certainly become very effective in
persuading the consumers so that they will instantly buy the product or at least the
consumers become familiar and know what is in the inside of the product.
The use of the words containing doublespeak is so intense in these
advertisements, as seen in the total number of doublespeak found. This is obvious
in Chapter Three, in which it is explained that there are forty data of doublespeak
found in only three Clinique advertisements.
Based on the findings in Chapter Three, the advertiser uses 31 weasel
words and 9 unfinished words. Thus, weasel words are the most dominant type of
doublespeak in Clinique advertisements. The purpose of using weasel words is
that the advertiser can make a claim for his product but in fact, he does not make
any claim at all. In addition, the purpose of using unfinished words is to make the
consumers or the readers captivate by the product without declare any promise
about the product. In my opinion, the use of weasel words can help the advertiser
to make his consumers impressed without realizing that they are being misled. I
also believe that the use of weasel words is the most effective doublespeak type to
mislead the consumers, because the consumers are easily impressed by “big”
words like amazing, fantastic, new, and so on and think about the positive claims
of the product.
In some advertisements, I find some weasel words and unfinished words
which are used more than once used. They are more even tone, virtually, new and
31
Maranatha Christian University
help. In advertisements 2 and 3, the phrase more even tone refers to the result of
how this product works to the consumers’ skin when the consumers use it. The
phrase more even tone is an unfinished word that makes the consumers have their
own claim with their own standard about the skin tone. This is a clever strategy as
consumers are let to assume that when they use the product, their skin will get
some skin tone improvements; whether it is darker or brighter than before.
The words virtually and help are two of the most powerful weasel words.
In the advertisements the word virtually and help are just a distraction for the
consumers. The consumers usually tend to pay more attention to the words after
virtually and help. In my opinion, the words virtually and help are effective to use
in a cosmetic product advertisement. Consumers, especially females, are easily
made to believe the promise and attraction of the words after virtually and help.
In Clinique advertisements, the words after virtually and help are the top
issue for females. For example, the phrase help defeat lines and wrinkles contains
the top issue about the beauty of face skin. Most females want their skin to have
no lines and wrinkles that show the signs of aging. Thus, by using the words
virtually or help before or even after the phrase, most females are led to use the
product to get the results mentioned.
Advertisements 1 and 3 use the word new. This word is one of the most
frequently used weasel words in advertisements. The advertiser tricks the
consumers by using the word new. In my opinion, the word new is like a magnet
for the consumers to buy the product. Every time we read or find the word new in
an advertisement, we will think to buy it because it is the only recently produced
32
Maranatha Christian University
product of a brand. We will be so curious about the product that we want to try it.
Besides,the advertiser lets us as the consumers feel curious and give us a chance
to guess what the new thing of the product is.
As an overall comment, I conclude that doublespeak is a significant part of
advertisements. Doublespeak gives advertisements more varieties and thus, they
make the advertisement more interesting and impressive. In the advertising world,
doublespeak gives outstanding appeals. To be more creative, the advertiser or the
product maker should use doublespeak as their tool and connect it to what is really
attractive for their consumers in facing the competitiveness of the advertising
world.
Using doublespeak in advertisements is also a smart strategy because the
advertiser can mislead the potential consumers without being afraid of being sued.
This is because doublespeak lets the consumers make the interpretation
themselves without having to explicitly starting too much about his product to the
consumers.
Finally, I would like to say that students of the English Department who
are interested in doing an analysis of the use of doublespeak in advertisements are
recommended to choose advertisements which have various types of doublespeak.
In this way, the analysis can show a more thorough elaboration of doublespeak.
Words: 956
33
Maranatha Christian University
BIBLIOGRAPHY
Primary Text
Clinique
and
“Reason
Why”.
N.p.,30
January
2011.
.
4
September 2014.
Flattery
Will
Get
an
Ad
Nowhere.
N.p.,13
December
2010.
. 18 February 2014.
References
“Amazing.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Boost.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Clarity.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Decelerate.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Deeply.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Diminish.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
34
Maranatha Christian University
“Energize.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Happy.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Help.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Improved.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Intensifies.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Interrupt.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Long.” Def. 3. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Luminous.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Natural.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Naturally.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“New.” Def. 12. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Perfect.” Def. 4. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Restorative.” Def. 3. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Slow.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Surge.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Suspended.” Def. 2. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Virtually.” Def. 1. Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
35
Maranatha Christian University
“Visibly.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
“Visibly.” Oxford Advanced Learner’s Dictionary. 7th ed. 2005. Print.
Hornby, A. S. , Colin McIntosh, Sally Wehmeier. Oxford Advanced Learner’s
Dictionary 7th Edition. London, 2005. Print.
Lutz, William. Doublespeak From “Revenue Enhancement” to “Terminal Living”
How Government, Business, Advertiser, and Other Use Language to
Deceive You. New York: Harper Perennial, 1990. Print.
Lutz, William. The World of Doublespeak: 347-357. Web. 18 February 2014.
Winter. Public Relation Quarterly. 1988-1989. Web. 18 February 2014.
36
Maranatha Christian University