 This ad comes form the as same as the websit address of the above ad. |
Look at these ads, there are lots of words involved on it, but most of them are single words or sentences fragments; they do not have the completely meaning by themselves. Why the designers of this ad intentionally highlight the wording? William Lutz in his article With These Words, I can Sell You Anything, states that every ad has the motivations (Our notes WilliamLutz, P179). What are purposes for this tooth paste ad? According to his article, the advertisers use the weasel words to influence the customer’s interpretation towards these ads in order to achieve the goal to sell their products (Our notes William Lutz , P168). That implies every word in this ad is striving to convince the audience choose this brand toothpaste. For example, advertiser uses the unfinished claims such as pro-health and advanced, which need the audiences to fill the empty words. The word “New “appears on the package is trying to make customer have the illusion that they are better than the previous products. Similarly, the words "Aquafresh", the audiences definitely will have the sense of “aqua” and “fresh” with their own knowledge of the wording. The word sensitive pro relief is saying it does decrease the sensation and the relief the sensitivity of users’ tooth. It says “faster to the nerve” and “for lasting relief”, which is trying let audiences to imagine the efficiency of these products and fill out the rest words. There are lots of trick in both ads; whatever they are, the only goal is grasping the audiences’ attention and become their customers!
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