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Think about TV ads. Analyze. Ask questions. |
Consider these ideas for your own compositions. |
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| WHAT
QUALIFIERS ARE USED?
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WHAT
QUALIFIERS DO YOU USE?
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Qualifiers, in advertising, are words or phrases that restrict, limit, or modify the claims made, or the benefits promised. Common qualifiers in advertising are controversial and misunderstood: words such as: "may, can, possibly, some, many, often, less than, almost, virtually, in some cases, as many as, save up to 75%. batteries not included, some assembly required." Some critics attack qualifiers as being slyly deceptive, as being "weasel words." However, qualifiers used in ads today are usually
disclosures, required by consumer protection laws designed
to prevent advertisers from making absolute claims. Now, FDA regulations stipulate that certain qualifying words (e.g."helps, may help to, helps relieve the symptoms of, alleviates, can aid, in some cases") must be used in health claims to alert consumers to the limitations of drugs and medicines. Required warnings have increased greatly since the 1990s when prescription drugs were allowed to advertise directly to patients. Harmful side-effects need to be disclosed, as well as a final caution, "See your doctor." Some regulations also require certain qualifiers to be used in advertising other products to prevent deceptive statements or implications. Health and safety issues are the main concern of disclosure laws, such as the required labels on food and health claims. Truth-in-Lending laws, for example, also require disclosure of interest for car loans, installment loans, credit cards. Qualifications usually appear in the "small print" in ads, not designed to attract attention. TV ads can usually hide them in tiny text scrolling at bottom; radio ads use fast talkers or speeded-up tapes. The exact wording of such disclosure laws are usually the focus of bitter fights between consumerists and advertisers. Read the "small print" before you buy anything. Political rhetoric is another area in which you should pay attention to absolute promises and qualified ones. Politicians often get condemned or criticized for making qualifications, but there are many situations in which such qualifiers are needed and appropriate.
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Qualifiers are words or phrases that restrict, limit, or modify statements. Instead of complete generalizations, using "all" or "always," you can use certain qualifiers to indicate frequency, degree, or limits ("some, many, often, frequently, occasionally, usually, once in while"), and to express doubt, lack of certitude, or hypotheticals ("perhaps, maybe, if"). Or we can qualify by making a general statement, then immediately use a cue word (e.g. "however, but, yet, on the other hand") to link it with a limiting statement which follows. A common paragraph pattern opens with a generalization in the topic sentence, followed by one or more sentences showing the qualifications ("however"), then concludes by reaffirming("nevertheless") the validity of the opening generalization. Qualifiers are useful and appropriate ways to avoid absolute statements, or to express a lack of certitude. Qualifiers can be used inappropriately. For example, academic writing is notorious for overqualifying Scholars sometimes become too cautious in trying to think of all possible exceptions. Their every verb is cautious ("seems, appears, tends to be") and their every strong statement is hedged, or balanced by a qualifier. Thus, some pedants are attacked as being wishy-washy or mealy-mouthed. At the other extreme, some people are not aware of their own absolutism and authoritarianism. They affirm everything in absolutes ("all, always, every, everyone, no, none, no one"), or in simple categorical assertions ("it is"), or with question-begging cue words ("obviously, certainly, as anyone can see"). As you revise, be aware of your own generalizations and qualifiers. Use them deliberately and appropriately.
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| | Welcome | Purpose | Audience | Limits | Structure | Attention | Confidence | Explicit | Implicit | Response| Omission | |
