Without even realizing it, ordinary people are influenced by media advertising on a daily basis. Advertisers have different approaches to persuading individuals to buy their product. The Language of Advertising Claims, by Jeffrey Schrank, lists ten different types of claims that advertisers use to give their product a false sense of supremacy. To convince consumers of the product's superiority, Rembrandt's toothpaste ad bombards them with claims such as the weasel claim and the "We were different and unique" claim, while Cover's triple mascara ad Girls uses the “So What” claim as well as the “We were different and unique” claim. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essay Rembrandt promotes his new toothpaste using the weasel claim and the "We were different and unique" claim. According to Schrank, a weasel word is a modifier that virtually nullifies the statement that follows. Words or statements that seem substantial at first glance but disintegrate into meaninglessness upon analysis are weasels (185). First of all, the background of the ads is completely solid navy blue. At the top of this ad is a headline in bold white letters that says: Unmatched Whitening. In the center of the page, bright rays of light shine from Rembrandt's vessel in a star-shaped pattern. On the container, in addition to the product name, are six different qualities that this toothpaste has to offer. One of them says: Fights cavities. This is a perfect example of Weasel's infamous statement. Fighting is a commonly used weasel word, explains Schrank (185). The fact that it fights cavities means absolutely nothing. This ad also presents a second statement, the statement “We were different and unique.” Schrank defines this type of claim as a statement that there is nothing else like the advertised product. The claim to uniqueness is meant to be interpreted by readers as a claim to superiority (186). There are several examples of this statement in the ad. One example is the bold headline at the top that says “Unmatched Whitening.” This phrase insinuates that no other toothpaste brand can surpass Rembrandt. Another obvious example of this statement is the small title written on the container, Superior Whitening Toothpaste. This clearly indicates that there is no other product like Rembrandt. All other brands essentially offer the user an equivalent result. After inspection, the advertisement still manages to light the imagination of buyers into believing that it is a better quality toothpaste. Still, people will continue to buy the new Rembrandt Plus with peroxide, superior whitening toothpaste, and fresh mint flavor. Cover Girl advertises its new triple mascara using the So What claim and the Were Different and Unique claim. The So What statement, as Schrank indicates, is a type of statement to which the attentive reader will respond by saying So What? A claim is made that is true but provides no real benefit to the product (187). The background of the advertisement is a beautiful sky blue. On the right side, there are six unevenly spaced white lines, of different thickness, crossing three different sized circles. In front of this abstract design, the bold blue titles arranged disproportionately said: curly-fringed-thick! A mascara that does 3 turns! The new triple mascara curls, separates and thickens.!