Usage of Lies and Doublespeak in Advertisement
The automotive giant Jaguar Ltd. uses lies and doublespeak in their
advertisements to sell the American Dream to the public. In the advertisement for the
Jaguar XJ, Jaguar promotes the various aspects that make its product stand out from that
of their competition. The American Dream can stand for any number of things, but the
American Dream for myself and many others boils down to true happiness. The pursuit of
happiness is perfectly attainable and for many that seems to stand for the materialistic
themes that rule many peoples lives.
Happiness is perceived by people in many different ways. For some it is the
acquirement of expensive and flashy cars, financial stability, or men and women. These
themes are slipped into the thousands of advertisement the public is blasted with
everyday. But advertisements have developed many ways to make their products stand
out from the pack, a general rule is the use of inflated language to make their often
ordinary products with exorbitant prices seem extraordinary, well worth the money. The
Jaguar XJ is no exception. Jaguar slips in many terms that bring this idea to fruition. They
claim the machines are the epitome of stunning elegance. And that their cars are some of
“the most beautiful, fast cars on earth”.
The use of inflated language in advertisements has been around as long as
advertising itself. Since the beginning of time crafty salesmen have often made
outrageous claims in an effort to boost financial gain. They make outrageous claims about
their products and through the use of “bureaucratese” (Lutz 348), which is the compiling
of long sentences filled with large words have discovered ways to omit key information
that at times can expose the products as fraudulent or simply not worth the sky high
Jaguar Ltd. has been rolling out luxury...