unSpun_ Finding Facts in a World of Disinformation - Brooks Jackson [21]
Lakoff’s solution, however, is more such language—from the left. His Rockridge Institute is working on a “Handbook for Progressives” to assist his side. Even that title is instructive: note that the term “progressive” sets us up to think of people in favor of “progress,” advancing toward a bright future. Had he called it a “Handbook for Liberals” he would have used a more neutral term—but one that has lost popularity.
For the ordinary citizen or voter, the important thing is to recognize that both sides try to use words that we’ll automatically accept or reject without thinking too much. Indeed, sometimes just choosing a word means choosing sides. When discussing abortion, which word do you choose, “fetus” or “baby”? Are you “pro-choice” or “prolife”? But there’s generally much more to any issue than a name or a slogan can tell us. Judging an issue or a product by its name is as foolish as judging a book by its cover. Better to say to yourself, “Okay, that’s what they want me to think. Now what’s the rest of the story?”
TRICK #3: Weasel Words
ANYONE WHO HAS GONE TO A SALE AT A RETAIL STORE IS FAMILIAR with the principle of “weasel words.” Weasel words suck the meaning out of a phrase or sentence, the way that weasels supposedly suck the contents out of an egg, leaving only a hollow shell. In “Up to 50 percent off,” the empty shell of a phrase is “50 percent off,” the weasel words are “up to.” “Fifty percent off” means half price, period. Having added the words “Up to,” the store can offer a single item at half price and mark down everything else by far smaller amounts, or not at all, and still, technically, be telling the truth.
Publishers Clearing House became the biggest magazine seller in America using lines such as “You May Already Be a Winner!” on the outside of their mailed sales pitches. “May” was the weasel word: the vast majority of recipients, of course, won nothing. In 2000, California and several other states sued PCH, accusing it of sending deceptive mailings labeled, for example, “[Consumer’s Name]: WINNERS CONFIRMATION FORM ENCLOSED” or “PCH FINAL NOTIFICATION FOR TAX-FREE $11,700,000.00 SUPERPRIZE.” That went beyond weasel wording to imply that the recipients were winners, according to the lawsuit. PCH denied any deception but agreed to refund $16 million to certain “high-activity” customers, and to make clear in future mailings that the consumer hadn’t yet been determined to be a winner. Qualifying language was to be equal in prominence to “winner” language.
More weasel words: Hawaiian Punch “Fruit Juicy Red” is only 5 percent fruit juice, according to the manufacturer. The other 95 percent is nearly all sugar water and coloring. “Juicy” is the weasel word, meaning something less than “juice.” Estée Lauder says its “Skin Perfecting Creme Firming Nourisher” makes “tiny lines seem to disappear.” “Seem” is the weasel word in that pitch; the wrinkles, of course, don’t really disappear. Egg Beaters advertise “the taste of real eggs,” but the product is really only egg whites colored by beta carotene, plus other non-egg ingredients. To get a “taste of” something means you aren’t getting it all.
Journalists are as guilty as anybody. Words such as “largely” conceal a writer’s ignorance of the true number. “Largely” could mean anything up to half. “Most” means more than half, but how much more? “Several” can mean any number higher than two or three, but less than “many.” A sentence that begins “Fifty-three Nobel Prize–winning scientists” has specific meaning, and the writer should be able to name all fifty-three if challenged. But a sentence that starts with “Many scientists” is a hollow shell