The Language of Advertising People feel differently about advertising. People who are against it often argue that it is immoral. They say ads are full of tricks. They also say they contain mistakes in grammar. They argue advertisers will do just about anything to sell their product. Other people say advertisers have a right to free speech. This is guaranteed by the first amendment of the Constitution. They point out that people do not have to view the ads. Weasel Words Advertisers often use special words or phrases. These words or phrases are often misleading. These words are called "weasel words." Advertisers are free to use them as long as they stick to the rules. The government decides what these rules are. Examples of weasel words are "helps", "virtual", "new and improved", and "like." "Helps" People often think "help" means stop. Advertisers use it so that they can say things that aren't necessarily true. Legally, help means to aid or assist. For example, a product can "help" cure indigestion. In fact, the product doesn't cure indigestion. Can you think of some ads that use "help?" "Virtually" To advisers, "virtually" means "not really" or "not in fact." If you see an ad that says this cold medicine relieves virtually all symptoms, the ad could really mean it doesn't relieve any symptoms. Can you think of some ads that use "virtually?" "New and Improved" A product can only be considered new for six months. Any small change in a product will make it new. Often, this change does not make a product better. Yet, the change often makes it more expensive. New is often used with "improved." Can you think of some ads that use "new" and "improved?" "Like" "Like" can mean "not in fact." Some products claim they work "like magic." Like often takes the audience's attention off the product. Think of "like magic." If things are like magic, they are not magic. Can you think of some ads that use "like" or "like magic?"