Blog#3 summary

The power that words have to communicate meaning to us is illustrated by William Lutz from the Rutgers University. He is the author of several books including “Beyond Nineteen Eighty-Four” and “Doublespeak Defined”. In his book “Doublespeak” he explains the subtle meaning behind words and how they don’t always say what they seem to imply. Mr. Lutz makes examples of words he labels “weasel words”. These words usually imply something incorrectly, hopefully without the consumer being aware of the slanted language, or say nothing at all. For example, the word “new” is seen all the time in advertising. This word implies better or even improved but “new” can mean new packaging or a new but not necessarily better feature. The meaning behind it is that the old product is no longer good enough or the improvement is worth the extra price. Another useful word is “help” which is defined as aiding or assisting. Unfortunately, this word has been altered into a qualifier for other words; such as “help stops, help eliminate, etc. In essence, our language is being used as a weapon against us. Even when we think we are being savvy consumers we may be subtly manipulated by advertising and not even be aware of it.


The main point Lutz is trying to make is the fact that advertisers manipulate consumers. This may be the only fact to his whole argument. This statement alone doesn’t allow use the ability to understand if it for better or worse. His whole idea is based upon opinion which has merit, when taken superficially. When we try to understand why a company is trying to sell it’s product we can assume it is to make money. Bearing in mind the fact that if a company doesn’t make money it won’t remain lucrative. This still doesn’t explain the deceptiveness unless we take into account the plethora of other company’s peddling the same product. Regardless of whether or not the product works, is new, or better than something else it still needs to be sold. Also, if a product is better, the only way to compete and get consumers to purchase said product is to play the same game as before. Therfore, I would tend to think that Mr. Lutz’s book on “doublespeak” is a type of advertising itself. Utilizing a scare tactic, he presents use with the idea that advertizing is evil and up to no good. If this opinion were true then none of the many products we purchase would do anything. Not to say that some products are as good as we are made to believe but I think the days of snake oil salesmen is past, at least for the most part. To make my point in a colorful and manipulative way, that makes you think your savvy and well informed, I present the old adage “let the buyer beware”.