The paper "With These Words, I Can Sell You Anything by Lutz and The Language of Advertising by O’Neil" is a brilliant example of a literature review on marketing. Advertisement is a prerequisite for the survival of any business. This applies to all types of business and their levels; small businesses, medium-sized businesses and all businesses at the apex. William Lutz introduces the double-speak concept which advertises use to effectively manipulate the consumer or the prospective customer. Charles O’Neill majorly commences his work by how creative advertisement sprouted during the Second World War after concerning the invention of the atomic bomb.
O’Neill clarifies that it is the simple marketing ideas that make people become victorious in situations. He stresses the fact that connecting human emotions with what he sees or observe is key in any advertising industry. For instance, he cites out the fact that despite some banks charging very high rates during the war, many customers continued streaming there just because of the mere fact that the bank staff was friendly. Safety and comfort in his perspective make people influx a certain business than the other.
In addition, Charles tends to highlight the importance of certain qualities that entail advertisement. Among these qualities are the general message contained in the advertisement, the extent to which the audience-targeted audience is involved, the sex appeal, and what he refers to as the fog index. The fog index in the advertising sphere is simply how the language used is received by the listener usually calculated mathematically. O’Neill summarizes by stressing that the wit of advertisement entirely lies in the shoulders of the advertiser. The idea of the advertiser makes an advertisement idea be brilliant or terrible.
On the other hand, William Lutz fronts the concept of what he refers to us’ doublespeak’. These he points out as the wise use of language to get whatever we want and how it practically applies in the advertisement. He puts it in simple terms that doublespeak involves making what is unpleasant look pleasant and making what is not good look good. For example, he cites the example of media sex and how it is used to dupe viewers. He cites out that sex appeal to a higher level steals people’s attention and as this happens, an advertiser capitalizes on this to pass a commercial message to the person viewing. This practically demonstrates why most companies use models during advertisements to catch the attention of viewers.
Charles and William may be taking different approaches to explain their points when offering insights on the advertisement. However, one thing clear from the onset is that ultimately most of their ideas are converging without any major deviation among them. Just to cite, William proposes in his doublespeak method that it involves making what is unpleasant seem pleasant. To a larger extent, this converges with Charles perspective that advertisement involves connecting human emotions with whatever they observe. In both scenarios, one thing is undisputable emerging; that advertisement is a manipulation of human psychology. These in psychology may involve what is called cognitive dissonance were a number of cognitions come to play or emerge to make one effect.
As opposed to William, Charles to a larger extent is much more detailed in his advertisement tactics. Whereas doublespeak has been effective in several advertisement instances, Charles assertions on qualities such as friendliness of the staff and overall customer care remain key in any advertising scenario. This is so because doublespeak may be effective for a passing buyer but may not well apply to a customer that a business would like to retain. Regular customers may feel offended never to return if a false perception of a product is given to them only to realize they were duped. Charles method in considering the general language during advertisement also becomes effective as it protects some group of people such as the children. Some explicit content may be part of advertisements and Charles assertion may be effective in regulating them. He also stresses the importance of the target audience in the advertisement. This aspect may also exonerate the unintended from advertisement not suitable to them. For example, advertising condoms at a children party may not be a wise idea since they are not the people targeted to use the condoms. It may lead to or enhance early introduction to sexual activity.
In summary, advertisement has one underlying factor, which is the manipulation of the targeted audience. Several methods are involved to make the targeted fully convinced. In their suggestions, Charles and Williams methods may have a thin line of uniqueness but they ultimately converge. It is also upon the targeted audience to be vigilant over some advertisement tactics and how these methods are likely to dupe them into buying or viewing products that may never be what they thought to be. If possible, the government should introduce some bills to protect consumers from some advertisement tactics that advertisers use to take advantage of consumers ignorance.