Pronouns of Solidarity
Plural pronouns like we, us, our, they, them, and their can also be used to create a sense of closeness and camaraderie with the readers/listeners. They try to include the listener as part of the group that is advertising and, perhaps, exclude others.
Huricane Katrina ads – “We need to come together and help our neighbors in Louisiana.”
Language of Certitude
Words like certainly, of course, obviously, naturally, and clearly are all words of certitude. They communicate a sense of certainty and confidence within a reader’s/listener’s mind. That sense of confidence can then be exploited by making the reader believe something is true when in fact the writer has presented no evidence in favor of the claim. If you sound like you know what you’re talking about, some people will think you really do know what you’re talking about.
“Obviously the democrats will have a hard time raising money for the next election.”
Slanting is to use vocabulary that will elevate your subject or denigrate the other subjects/products. For example, consider the following words…
|Elevating Diction||Neutral Diction||Degrading Diction|
|Jan’s a physician.||Jan’s a doctor.||Jan’s a quack.|
|Jan’s an attorney.||Jan’s a lawyer.||Jan’s a shyster.|