William Lutz And O Neill's, The Language Of Advertising

Advertisements cannot triumph unless they capture our attention. Advertisers use different strategies like slogans, pictures,claims so those advertising messages do not forgot by the audience and persuade people to buy the product being sold. The language used in these various forms of media has a huge impact on their effects on the consumer. William Lutz, the author of “With these words,I can sell you anything” and Charles A. O 'Neill, author of, “The language of advertising” have contrasting views about the system of advertising. Lutz and O’Neill have different approaches of persuading audience about their views on language manipulation in advertisements. As a English teacher,Lutz criticizes the linguistic habits of hucksters

The book Rhetoric states that there are three kinds of effective persuasive approaches were a writer or speaker can convince his or her audience that their points are more valid than them. Aristotle’s three argumentative appeals are logos (to reason logically), ethos( to understand human character and credibility) and pathos (to understand the emotions),(Aristotle,7). Lutz’s effectively use of logos is reflected when he states, “In its ruling, the court pointed out that, according to Webster’s Third New International Dictionary, ‘virtually’ means ‘almost entirely’ and clearly does not mean ‘absolute’ (Whittington v. Eli Lilly and Company, 333 F. Supp. 98)”.Through this fact, Lutz logically appealing to his audiences that how weasel words in advertisements interpreted differently by people. O’Neill uses ethos in order to reveal his credibility to his audience. He states,“ Perhaps, by learning how advertising works, we can become better equipped to sort out content from hype, product values from emotions, and salesmanship from propaganda”(O 'Neill 376).Through this statement, he is trying to reveal that even though he is a professional advertiser , he also cares about his