Advertising Vocab

Weasel Claim Definition

• Words which appear meaningful upon first look, but make the claim quite meaningless upon a second look.
• The ad claims there is nothing else quite like the product being advertised.
• This claim uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.
• This kind of claim praises the consumer through some form of flattery or approval.

Weasel Claim Examples

• "You can be sure if they're Ugg boots" or "Samsung gives you more."
• "Curel: could your hands use a small miracle?" or "Toyota--isn't that the kind of car America wants?"
• "For the man who has great taste," or "Because you've got better things to do than dishes!"
• "helps," "virtually," "as much as," "fortifies," "comforts"

Unfinished Claim Definition

• This claim asks a question of the viewer or listener, who is supposed to answer in a way that confirms the product's value.
• The ad claims the product is better, or has more of something, but does not finish the comparison.
• The ad claims there is nothing else quite like the product being advertised.
• This kind of claim praises the consumer through some form of flattery or approval.

Unfinished Claim Example

• "You can be sure if they're Ugg boots" or "Samsung gives you more."
• "Easy-Off oven cleaner has 33% more cleaning power than another popular brand."
• "Curel: could your hands use a small miracle?" or "Toyota--isn't that the kind of car America wants?"
• "There's no other mascara like it," or "Only Dr. Pepper has 23 unique flavors in one can!"

We're Different and Unique Definition

• This claim asks a question of the viewer or listener, who is supposed to answer in a way that confirms the product's value.
• This claim uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.
• The ad claims there is nothing else quite like the product being advertised.
• Words which appear meaningful upon first look, but make the claim quite meaningless upon a second look.

We're Different and Unique Example

• "For the man who has great taste," or "Because you've got better things to do than dishes!"
• "You can be sure if they're Ugg boots" or "Samsung gives you more."
• "Curel: could your hands use a small miracle?" or "Toyota--isn't that the kind of car America wants?"
• "There's no other mascara like it," or "Only Dr. Pepper has 23 unique flavors in one can!"

Scientific or Statistical Claim Definition

• This kind of claim praises the consumer through some form of flattery or approval.
• This claim uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.
• Words which appear meaningful upon first look, but make the claim quite meaningless upon a second look.
• The ad claims there is nothing else quite like the product being advertised.

Scientific or Statistical Claim Example

• "helps," "virtually," "as much as," "fortifies," "comforts"
• "For the man who has great taste," or "Because you've got better things to do than dishes!"
• "You can be sure if they're Ugg boots" or "Samsung gives you more."
• "Easy-Off oven cleaner has 33% more cleaning power than another popular brand."

Compliment the Consumer Claim Definition

• This claim uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.
• This kind of claim praises the consumer through some form of flattery or approval.
• Words which appear meaningful upon first look, but make the claim quite meaningless upon a second look.
• The ad claims there is nothing else quite like the product being advertised.

Compliment the Consumer Claim Example

• "helps," "virtually," "as much as," "fortifies," "comforts"
• "For the man who has great taste," or "Because you've got better things to do than dishes!"
• "You can be sure if they're Ugg boots" or "Samsung gives you more."
• "helps," "virtually," "as much as," "fortifies," "comforts"