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Covergirl Claims In William Lutz's Essay

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Covergirl Claims
Many companies use empty or non specific words in their advertisements to make consumers believe claims that are not really present in their advertisements. William Lutz explores these "weasel words" in his essay and examines how companies use these words and accompanying media in order to mislead unsuspecting consumers (Lutz 569). Covergirl's advertisements for its Super Sizer Fibers mascara is a perfect example of Lutz's ideas. In their advertisements for the Super Sizer Fibers mascara, Covergirl clearly uses ambiguous words and phrases coupled with deceiving media to make misleading or empty claims about its product.
Covergirl's commercial for the Super Sizer Fibers mascara stars the young actress, Zendaya, and features …show more content…

Covergirl does not specify what makes the formula "specialized," made for one particular use, or especially different from other mascara formulas ("Super Sizer Fibers"; "Specialized) . The statement also uses the word "for," which is used "to indicate an intended goal" ("For"). Covergirl is therefore saying that the mascara is expected to live up to its claims, but it is not guaranteed. According to Covergirl, the mascara also does not make consumers lashes into long, voluminous false like lashes but instead gives the "effect" or appearance. The website also states that the mascara gives the "look of long, dark, amplified lashes." This statement furthermore establishes the fact that Covergirl is not claiming to make lashes better or more intense but instead to just give the appearance or impression of more intense lashes. However, how does one give the appearance of more intense lashes without actually making lashes more intense? Covergirl's claim is vague, contradictory, and gives the consumer no guarantees or information about the product, therefore it is impossible to

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