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Weasel Claim

 

Disciplines > Advertising > Claims> Weasel Claim

Description | Example | Discussion | See also

 

Description

The Weasel claim uses weasel words to take what could be a solid claim and make it worthless by weakening any bold assertion with words such as helps, probably, refreshes, fights, strengthens, virtually, like, almost and so on.

Example

Steakies taste almost as good as they sound.

HeadCleen helps stop dandruff completely.

Persix makes your dishes virtually spotless.

Probably the best beer in the world.

We could make you look like a real celebrity.

Discussion

The legal constraints on advertisers to be truthful and not make false claims has led them to make statements that, rather than making claims at all, are legal but still somewhat deceptive.

Weasels suck out the eggs of birds through a small hole, leaving the egg appearing intact, but of course now having no real value.

See also

Weasel words

 

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