Semantics and other antics

One of my pet peeves involves misleading advertisements. Sometimes the creator of the ad intentionally interchanges similar, but not the same, meaning words in order to entice a buyer. Okay, maybe I am being a bit harsh, perhaps these errors are simply honest mistakes. Ad copywriters, please use a dictionary or a thesaurus to make sure you are not misleading, intentionally or otherwise, your potential buyers.

One set of words I recently had a beef with a company about is Rebate-Refund-Ebucks.  A rebate is (as per Wikipedia) “A rebate is an amount paid by way of reduction, return, or refund on what has already been paid or contributed.” Rebates represent money to be paid back to the consumer either at the time of purchase (instant) or after the customer fills out and mails-in a form and required proofs (ie: UPC code, receipt, etc .) A refund is the full purchase price, or equivalent exchange, returned to the customer when the item is not wanted by the customer (ie: wrong size, duplicate gift, defective, etc) and the item is returned properly to the retailer or manufacturer; items normally need to meet date, packaging or receipt requirements. Ebucks, store-bucks or store credits are often earned by making eligible purchases and the use and value of these earned credits are usually used as discounts and savings towards future purchases.

While the three terms all represent money/value to a customer, they are not interchangeable in meaning. Even subtle differences in the definitions can be confusing or even deceptive in communicating an idea. Semantics is the study of meanings of words and phrases; “…the language used (as in advertising or political propaganda) to achieve a desired effect on an audience” (Merriam-Webster Dictionary). Words and phrases can be used in order to twist a meaning to a specific advantage. Conscious use of semantics can easily be used to manipulate or deceive others. Ensuring that you are using the correct terminology is certainly much more above-board and honorable.

It isn’t always a definition that changes the meaning of a statement.

You can influence a reader’s or listener’s emotional (gut) reactions to what we are saying by the way we say things. The intention of a phrase can easily be changed by using a slightly different meaning word, emphasizing one point over another, or even in the order that alleged facts are presented. Politicians are well known for using the language of semantics to present their preferred viewpoint without, hopefully, outright lying. A political orator may give an accurate accounting of an event but from a specific perspective which will either curry favor or distaste with a particular candidate. Political and product slogans use target words to impress the public with specific thoughts and invoke specific feelings among listeners. Advertorials, which are intended to sound like honest editorial, are actually designed with the purpose to evoke a “call to action” from the reader. “Honest” advertorials often display a disclaimer which identifies the piece as a “paid advertisement” or similar title.

Writing advertorials is a legitimate form of writing which can be very lucrative as a writing job. Some key points to consider if you are writing an advertorial: never lie or give falsehoods — if the dress fabric is polyester do not say it is silk; write a “story” that will read like an article about the product; be specific who your target audience is and address the issues that mean something to them, for example if you are addressing a working mom/dad feeding their family talk about the economy and ease of food preparation; study the publication and emulate the style of the average article. You are speaking to the reader and you want to reach them emotionally, but refrain from crossing the line and being deceptive.

Writing Exercise: Using a thesaurus (any), choose which word does NOT belong with the others:
1) leverage, power, influence, capacity
2) refusal, squabble, rejection, rebuttal
3) menace, danger, threat, hazardous
4) accidental, inadvertent, unintentional, blunder
5) distraught, distressed, troubled, frustrated
6) offense, protection, precautions, security
7) verdict, decision, idea, judgment
8) misconstrue, fraud, deception, hoax
9) contingent, conditional, stipulation, subject
10) sensitivity, tender, painful, excruciating

Writing Prompt:  You are only allowed to answer YES or NO to each question. Write one sentence explaining the possible meanings of each question and answer:
1) Have you stopped stealing office supplies?
2) Are you stealing office supplies?
3)Did you ever steal office supplies?
4) Did you see that traffic light?
5) Did you drive through the traffic light?
6) Was the traffic light red?

Challenge Assignment:  Write an advertorial that POSITIVELY presents a product which you would not, in reality, recommend. Stress only positive but truthful things (for example, don’t mention a smell you didn’t like but do mention the attractive packaging that made you buy the item)