If Alexandria Ocasio Cortez is the new brand of the Democrat Party, let’s unwrap the claims she uses in order to attract a new audience. Many years ago Jeffrey Schrank wrote “The Language of Advertising Claims” and it is fascinating to apply these claims to this new face of the Democrats. Schrank asserts that many people are “notorious believers in their immunity to advertising” because they believe that “advertising is childish, dumb, a bunch of lies, and influences only the vast hordes of the less sophisticated.”
He then goes on to elucidate different persuasive ways that advertisers use to lure in the consumer.
If these claims can be applied to Ocasio and her ilk, perhaps the American voter, particularly the millennial, will be able to see through the bilge that Ocasio regurgitates.
One of the most widely used advertising methods is the use of “invisible” or “weasel” words. A weasel word “is aptly named after the egg eating habits of weasels.” A weasel will suck out the inside of an egg and then turn the egg over so when the mother bird returns to the nest and continues to sit on her egg, she does not realize that there is nothing growing anymore. Thus, “weasel” words or claims appear at first to be substantial but “disintegrate into hollow meaninglessness” upon analysis.