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Disappointed consumers often accuse advertisers of making false promises Customized Cincinnati Reds Jersey , distorting facts, and even lying. These consumers, are more often than not, mistaken in thinking promises were made or facts were given in the advertisement that lured them into buying a particular product. Expert advertisers do not need to lie or make promises to us, for they know exactly how to make us think we hear promises or facts that are not actually stated.


Advertisers know what we want. They also know how to make us want what they are trying to sell. Just as a magician uses props to make the audience believe that something is happening which, in fact Cheap Cincinnati Reds Jersey , is not happening, advertisers use props to create illusions and direct our thinking about products. Of all the props advertisers use (pictures, music, etc) language is the most misleading. Learning how advertisers use language to create illusions, and why they work, allows us to avoid making poor choices when we buy products.


One of the more obvious tricks advertisers use is repetition. The next time you are watching television Yasiel Puig Reds Jersey , listen to the commercials carefully. Count the number of times the name of the product repeated. Notice also that pronouns are never used to refer to a product, no matter how many times it has been mentioned before.


A typical clothes soap commercial may sound somewhat like this:


?But I don't use the old brand anymore. Now I use Sudsy. Sudsy gets all of my clothes so much cleaner. Sudsy keeps them smelling fresh and I don't worry about static cling with Sudsy.? ?Sudsy is terrific! I'm going to buy some Sudsy on the way home.? In real conversation (if you can imagine one so trite) Sudsy would have been referred to as ?it? much more often than as ?Sudsy?. There is good reason for the advertiser to affect such unrealistic dialogue, however. They want you to remember the brand name.


The human brain has a two-part memory system. There is short term memory which allows us to store up to seven bits of information temporarily, such as a phone number long enough to dial it, or notice that pot on the stove is boiling at the same time we notice the ring of the phone, notice the toddler heading for the door Sonny Gray Reds Jersey , and so on.


If our short term memory is flooded with one thing, or if that thing is repeated enough such as a phone number dialed enough times, the information will be pushed into long term memory. This is exactly where advertisers want the name of their product. They want us to remember that name until we see the product in the store. If we recognize the name, we are more likely to pick that product out of a line of similar products which have names we do not recognize. There is a list of tricks like this used to sway your purchasing practices, but one stands out as a leading reason people buy into things that they are disappointed with later and feel lied to about.


The most misleading trick advertisers use is to manipulate your categorizing and bridging assumption processes. If they can get you to process their products into the right categories they can create a false association for you and a sense of want and need for that product. They, from there Anthony DeSclafani Reds Jersey , can make you think you are told something you are not told.


To understand this fully you need to understand a bit about how our brain processes words. This is tricky and much more complicated than I outline it here, but I think that I can give you enough basic information to do you some good when deciphering an advertisement so bear with me and if it's confusing at first, keep reading and it will become clear.


As we learn language we first learn words - doggy, bottle, blanket, etc. As we grow and learn more words our brain starts to file them into categories. For example we'll use the words 'doggy? Matt Kemp Reds Jersey , ?bottle?, and ?blanket,? from which we form the category of 'mine? and ?yours?. Later these categories will expand and form into categories of their own, and 'mine? and ?yours? slide into the category of ?property? and 'doggy,? ?bottle?, and ?blanket? move down the hierarchy Joey Votto Reds Jersey , . The categories will become larger, more complex, and more abstract as we continue to grow and learn. ?Property? eventually will fall under ?public property? and ?private? property, which eventually will become encompassed by our concept or category of ?freedom?. These categories do not exist separately as if in a filing cabinet, however, but overlap infinitely. Therefore Jose Iglesias Reds Jersey , the idea 'dog? may exist in the categories of ?animals?, ?protection?, ?hunting?, ?friend?, according to your experience with dogs in the real world. It is this sinuous overlapping of words, categories Scooter Gennett Reds Jersey , and concepts which allows us to make associations, presumptions and inferences about the world around us.


Our lives take us through associations from birth until death; our minds do the same. By the age of 10 or 11 we are able to be specific about a topic or generalize - my dog - dogs in general - and make assumptions - dog is scratching at door - he needs to go out.


Communication would be almost impossible without the ability to generalize and make assumptions and inferences.


Consider this conversation.


?What time is it??


?It's four thirty.?


Notice the reply is not ?Well, from the positions of the hands on the surface of this mechanism for telling time that is strapped to my wrist I would judge it is four hours and thirty minutes into the afternoon at this particular region of the earth according to our present perception and use of publicly accepted measurements of time.? If we had to elaborate so extensively just to exchange information on the time of day, communication would become next to impossible. But because our experiences in the real world are much like everyone else's and our categories, while a bit different for everyone, are built alike enough for us to be able to make assumptions (called bridging assumptions) We assume that they know from looking at the

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