From Prime Time Parent by the Alliance for Children and Television. Reprinted with permission, by the Media Awareness Network.
Most of us were taught that words are there to help us communicate clearly. But some people find ways to use words, instead, to try to hide the truth!
Although by law advertisers must tell the truth, some commercials use words which mislead or confuse viewers.
You can help your children be aware of words that try to deceive them. They can have fun watching for "weasel words," as they've been called, while at the same time developing an awareness of language. (Parents may wonder why the poor weasel has such a bad reputation. It's probably because of its alleged habit of sucking out the contents of an egg, leaving only the shell.)
Watch TV with your children. When the commercials are on, encourage them to listen and see if they can pick out words that mean less than they appear to -- words like:
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Up to...
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New... Fantastic... Super...
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The taste of real...
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Studies have shown...
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Only..
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Nutritious...
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Because we care...
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Home-town proud...
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When only the best will do...
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For the (whatever) in you...
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For a limited time only... Offer expires... As long as supplies last... Hurry!
There are hundreds more. Your children might enjoy keeping a page in their TV journal to record some of them.
Finally, a few words on the importance of advertising:
