Name Calling

Name Calling is the use of derogatory language or words that carry a negative connotation when describing an enemy or opponent. The technique is often used in political “attack” ads, but is rarely seen in commercials.  Name calling in commercials occurs when two or more products are compared to show that one of the products being advertised is clearly better than the other(s).

1^st EXAMPLE (Pepsi) – very subtle – nothing negative is said, but it is implied that Coke’s only value is to use it as a stepstool to get to the better product.

2^nd EXAMPLE (Burger King) – slanted comparison of the two fast food chains

3^rd EXAMPLE (Campbell’s Soup) – points out an ingredient that Progresso Soup contains that Campbell’s does not…. Again, there is no proof, the consumer would then need to look at the ingredients on the cans of both soups to determine if the statement is true.

4^th EXAMPLE (political attack ad) – political ads of this type are commonly found on television before a close election.  Very rarely do the people who create the ads provide any proof of their allegations; the person watching the ad must do the research to determine if the claim in the ad is true.