With These Words I Can Sell You Anything

Would you buy a product that was “new and improved?” What does “new and improved” mean? Is it really new and improved? The answer, upon evaluating the work of Mr. Lutz, may change.

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 well used 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 relevance to his whole argument. This statement alone doesn’t allow use the ability to understand if it is 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 its product, we can assume it is to make money. This still doesn’t explain the deceptiveness unless we take into account the plethora of other companies 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. Mr. Lutz’s book on doublespeak is a type of advertising in itself. Utilizing a scare tactic, he presents us 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 aren’t as good as we are made to believe but the days of snake oil salesmen are past, at least for the most part.

Taking this new found knowledge into account we can arrive at a clearer understanding of marketing and the techniques that advertisers use. If a produce is “new and improved” it must be in some way and we have the ability to understand why. If the improvement isn’t anything beneficial to us we can know that as well. Ultimately the burden is on the consumer therefore, “let the buyer beware.”