SafetySafety refers to those words and images which emphasize the safe and harmless qualities of the product itself, or in using it. Safety words are often backed up with images associated with protective authority figures (police, fire fighters, doctors, nurses, parents), or established institutions (AMA, ADA, Good Housekeeping Seal of Approval, Underwriter's Laboratory, FDIC Insured).Safety ads often use the scare-and-sell technique: to intensify a problem, then offer the product as the solution. Thus, ads may use negative words (such as unsafe, harmful, dangerous, poisonous) and images (such as fires, crashes, criminals) associated with the opposite, unsafe things which are undesired or feared. Product-centered ads make claims and promises to stress the good qualities of the product: explicitly said in words, or implicitly suggested using words and images. |
Key Wordsassure burglar proof care, careful, caring certain child proof fail safe fire proof fire resistant, fire retardant guard, guardian guarantee harmless immune nonflammable peace of mind prevent, prevention protect, protected pure rest assured risk free safe, safety safeguard shatter proof shielded sure tested unadulterated uncontaminated, unpolluted withstands worry free. |
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