With These Words I Can Sell You Anything

"New and Improved," are the most frequently used words in advertising, according to author William Lutz. Mr. Lutz explains that the product is commonly not new or improved, but changed insiginficanlty to legally use the term. Consumers must be aware of doublespeak, one one of many marketing strategies used to lure unsuspecting consumers into purchasing a product.

Author William Lutz demonstrates how we, the consumer, are misled by sneaky advertising tactics. He introduces the term “weasel words” (named after the weasel who steals egg yolks right from under the nose of the unsuspecting hen), which appear to have meaning, when in fact the opposite is true. One example he quotes is the term “new and improved,”(Lutz, 34) which he claims is the most frequently used term in advertising. He explains that legally, the word “new” is reserved for products under six months old. To lawfully use this word, a product must have undergone a material functional change, he states.
To accomplish this, companies add or change one minor detail about their product,
then can claim the “new and improved” label. Mr. Lutz advises that as consumers, we ask ourselves “What was wrong with the old product? and "Is the old product less expensive?" (Lutz,34) The author reveals several methods of misleading advertising in which the consumer
is being deceived. He demonstrates that by using choice words and shying away from parities,
marketers can get away with making claims that cannot be substantiated. He labels this method of advertising doublespeak. He explains that advertisers use every word in their ads and research the legalities of their wordage, knowing that generalizations will most likely not be challenged. Mr. Lutz lists many “weasel words” that the buyer should be aware of and questions we should ask ourselves when we see ads.


This article was written to raise consumer awareness in the world of advertising. The author states that marketers will use any device, trick, or means legally allowed to push their product. This article is clearly based the author’s opinion. One has to realize that not all marketers use these methods. The author offers no perspective from the marketer, or other consumers, to balance out his theory of deception. Is it the marketer’s responsibility to educate the public in regards to advertising? One could argue that marketers are simply practicing their right to free enterprise within the legal guidelines to sell their product. By pointing out many commonly used words and phrases that are seen on a daily basis by the public, Mr. Lutz guides us through his evaluation of advertisers’ selling techniques. This keeps attention throughout the article. He implies that ad techniques are underhanded and used strategically to trick us into
purchasing a product based on the advertising language used. Mr. Lutz urges the consumer
to be on the defense when shopping by paying attention to advertising and to identify “weasel words” and doublespeak. Mr. Lutz appears to be a consumer advocate and raised valid points throughout his article. The article is accusatory in nature towards the advertising field, and could be insulting to some consumers. Even lawyers could argue his point regarding what terms are allowed to be used legally. Without other perspectives there is no contrast to his theory. To state the basis for his claims would have been compelling.

Through reading this article the reader is made aware of marketing tactics and how ads may be misleading. Mr. Lutz made strong points on marketing strategies that are designed to take advantage of unsuspecting consumers. He offers tips that can be used to assist the buyer in making wise choices and not being taken advantage of when it comes to marketing. By educating the reader about "double speak" the author heightens consumer awareness.

What Matters in America:Reading and Writing about Contemorary Culture.Goshgarian, Gary.
"With These Words I Can Sell You Anything" Lutz, William.
2007 Pearson Longman, 31-39.