.The Language of Advertising Claims

1. The Weasel Claim



2. The Unfinished Claim


3. The "We're Different and Unique" Claim



4. The "Water is Wet" Claim



5. The "So What" Claim



6. The Vague Claim



7. The Endorsement or Testimonial



8. The Scientific or Statistical Claim



9. The "Compliment the Consumer" Claim



10. The Rhetorical Question