Superiority claims in advertisements : to believe or not to believe?

Abstract

In advertising their products, the intention of advertisers is to 'provoke the desired attention, interest, desire, conviction and action' (Jenkins 1985: 128). Thus, copywriters have developed a vast array of techniques to achieve this purpose. One of the most widely used techniques is the use of superiority claims. In these claims, language is manipulated by the use of superlatives, exaggerations and laudatory words to attract and persuade potential customers. This study examines the language of superiority claims in print advertisements in the local media. The findings indicate an extensive use of such claims. The findings also suggest the need for our consumers not to be susceptible to the claims, but aware of these 'hidden persuaders' (Packard 1957). It is hope that the findings can help the consumers to become more informed, critical and discerning in making intelligent product choices.