Skip to content
25 May, 2009 / Ash

Weasel Words

Weasels cunningly suck the contents of eggs, leaving them looking untouched.

Weasels cunningly suck the contents of eggs, leaving them looking untouched.

Weasel words are words and phrases carefully chosen to create the illusion of clear, direct communication, but semantically and legally are ambiguous.

These misleading terms are used extensively in the marketing of suspect products to avoid the legal implications of false claims.

Weasel words get their namesake from the alleged behaviour of weasels: making a small incision in eggs, sucking out the contents, and leaving the empty shell looking like nothing has happened to it.  In much the same way, a weasel word is an empty shell which on the surface seems to be whole.

They can be simple words like:

Helps; assists; promotes; can; may; strengthen; boosts; natural; etc.

You see them all the time. Sometimes strung together “May assist in boosting the body’s natural immunity.”

They can also be empty phrases without reference or evidence, such as:

Studies show…; 9 out of 10 people agree…; Critics claim…; etc

‘Woo’ industries rely almost entirely on weasel words, including:

  • Cosmetics
  • Vitamins
  • Complementary and Alternative Medicine (CAM)

Examples

The following are some examples (with the weasel words in bold and explanations in square brackets) taken from websites today:

Cosmetics

A blatant photo touch-up used to promote skin repair from Elite Laser and Spa

A blatant photo touch-up used to promote skin repair from Elite Laser and Spa

Every apparent claim in cosmetics to stop or reverse ageing must be made with weasel words as there is no proven way to do this.  They all contain a scientific sounding miracle ingredient, and all use multiple devices (images of teenagers’ or digitally touched-up skin, scientific looking animations of molecules, and plenty of scientific sounding, yet meaningless weasel words).

SkinCeuticals [making the company sound scientific, like pharmaceuticals] scientists [what qualifications? PhD in Biochemistry from Oxford, or Diploma of Skin Science from the Happy herbal Institute?] and formulators [people who create things] have refined ways to stabilize [what determines stability?] and deliver additional amounts [how much?] of key [what makes them key?] antioxidants [anything that inhibits oxygen reactions – a very broad spectrum of the known Universe] into skin, thus adding to the bodys natural reservoir [unmeasurable] of antioxidants. Continued research has demonstrated that properly formulated [what is improperly formulated?] antioxidant combinations work synergistically [in combination] to provide enhanced [unmeasurable] benefit [what kind of benefit?]. Recent studies [what studies?] show [How? Causally? Anecdotally? Falsely?] that topical [applying] application of optimized [for what?] antioxidant combinations can [but may not] provide up to [but may be zero] eight-fold antioxidant protection [protection from oxidants, or from antioxidants?], ninety-six percent reduction of sunburn cells [normal sunblock], and prevent the formation of thymine dimers in UV irradiated skin [normal sunblock].

ref: SkinCeuticals Antioxident Serum

Most even use weasel words in their taglines or names:

Olay: Help fight the 7 signs of ageing [what are the ‘7 signs’ and how does Olay help fight them?]

HydroPeptide Cellular Transformation Growth Serum [Hydropeptide is a brand name made to sound scientific. All cells grow and transform. Serum is an amber, watery fluid, rich in proteins, that separates out when blood coagulates.]

Vitamins

Vitamins are touted as cure alls and immunity boosters

Vitamins are touted as cure alls and immunity boosters

The nutraceutical industry is mostly predicated on people believing that vitamins will be beneficial to their health, whilst in the vast majority of cases they are completely inert.

An easy to swallow liquid suitable for both adults and children, traditionally used [not tested or proven to work] for the relief of coughs, colds, flu, sore throats and to help [to what extent?] reduce fevers.

ref: Blackmore’s Olive Leaf Extract

This potent [compared to what?] formulation helps [to what extent?] break the pain cycle [what is a ‘pain cycle’?] by relaxing [to what extent?] sore, tight muscles and nerves, while aiding [how?] in the repair [to what extent?] and protection [how can it be shown to protect or not?] of cartilage between the spinal vertebrae for better ‘cushioning’ and impact absorption. It also helps repair and renew damaged tendons, connective tissue and joints.

ref: Nature’s Way Back Pain Relief

Complementary and Alternative Medicine (CAM)

Complementary medicine is woo, based mainly on pre-science concepts of spirits and mystic forces.

Complementary medicine is woo, based mainly on pre-science concepts of spirits and mystic forces.

All claims in this field have to be carefully worded, since any complementary and alternative medicine that’s actually proven to work simply becomes real medicine.

Homœopathic treatment strengthens a person’s health [how can ‘health’ be measured for strength?], acting as a catalyst [scientific sounding, but meaningless], stimulating and directing the body’s ability  to fight infection as well as resolving any underlying susceptibility to disease [all of these words are ambiguous]. Homœopathy views many symptoms in its quest to treat [not actually treating] underlying tendencies [underlying tendencies can’t be measured] to ill health. In this context, mental and emotional symptoms can [but may not] sometimes play an important part [how often?] in understanding this susceptibility [but not treating it].

ref: Australian Homeopathic Association

Trademarks and Company Names

Whilst looking through this, I also found the use of Trademarks and company names quite prevalent.  Whilst these are legally meaningless, they can be made to look like a claim.

Eat What You Want and Still Lose Weight™ is the trademark of weight loss pill company, Aväkar.

Subway’s brand is under, and recommended by, Doctor’s Associates Inc.

Further reading

For a full dictionary of American weasel words (2600), you may be interested in Weasel Words By Paul Wasserman, Don Hausrath.

Australia’s Don Watson has addressed this issue in a stream of books (including his own dictionary of weasel words) found on his aptly named website, Weasel Words.

You can also watch Watson deliver an entertaining lecture on The Absurdity of Corporate Speak.

I think the Gruen Transfer provided some great insight cosmetics advertising, and in part explains the use of weasel words:

Please let me know of any good examples you come across.

Update

Thanks to Dr. Rachel Dunlop, I also came across this gem: a parody of cosmetic companies made for Choice’s 2009 Shonky Awards

Advertisements

2 Comments

Leave a Comment
  1. Felicity / Dec 17 2010 2:31 PM

    I’ve never heard the phrase ‘weasel words’ before – although I’ve no doubt I’ll find plenty of opportunities in the future to use it. Your post reminds me of That Mitchell an Webb parody which is truly inspired:

    My favourite quote:
    Monsieur Garnier: Bang on, Leslie! And the invention of the word “Nutrisse” – which sound like “nutrition” but doesn’t guarantee it – is one of the best things you’ve ever come up with!

    I’ve also had the pleasure of working for the European Medicines Agency on their new website. The main aim in this project was to take complex scientific data and make it accessible to doctors and members of the public without dumbing it down in any way. Quite a challenge, but not unachievable.

  2. uxash / Dec 18 2010 1:33 AM

    @Felicity: I was just watching that again the other day. Mitchell & Webb (and Armstrong & Miller) are great at such parodies.

    If you’re interested in weasel words, the Australian author and public speaker, Don Watson, has written extensively on the topic:
    http://www.weaselwords.com.au/

    On a related topic, you can watch Watson on ABC’s Big Ideas, deliver a witty presentation about The Absurdity of Corporate Speak:
    http://www.abc.net.au/tv/bigideas/stories/2009/12/04/2762051.htm

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: