9.

The Power of Language II


In Topshop, the words "BUY IT NOW. YOU'LL REGRET IT LATER" are painted on the wall.

I remember wandering through the store sometime last year, glancing at the words, and feeling suddenly offended. I couldn't believe how shameless the advertising was, that a retailer would attempt so decidedly to sway a consumer's opinion with words on a wall. Offense dissolved into disgust when I contemplated how many people the neon motto must have successfully penetrated.

I think I consistently underestimate the power of words. In advertising and media, word choice is critical, a result of meticulous study. In The Beauty Myth, Naomi Wolf lists common beauty company mottos:

"Isn't it obvious what you should do for your skin right now? (Terme di Saturnia)

In this slogan, the choice "obvious" brings a condescending tone to the message, as if it is spoken from an all-knowing, ageless voice. The "right now" adds a sense of urgency. The listener is made to feel belittled, and taking advantage of this self-conscious state, is rushed instantly to do something about it, to correct one's ignorance with a new product.

"Stop damaging your skin"(Elizabeth Arden)

This slogan is spoken in the imperative. The "stop" makes the advertisement a command, not an option. The direct mention of a "you" adds to the effectiveness of the slogan on the individual level.

"Since 1956, there's been no excuse for dry skin" (Revlon)

Here, "since 1956" references the age of the company, and by extension its authority. The "no excuse" is effective in assuming that the reader has been making excuses, or has cheated herself of proper treatment.

(All slogans found on page 96)

In addition to these slogans, magazines today are littered with simple "do's and don'ts" that "scold, insinuate and condescend" (84). They are a limited, yet resolute set of orders.