Chapter One:Chapter One:From Snake Oil To Emu OilFrom Snake Oil To Emu Oil

By Kieran Pereira and Paige By Kieran Pereira and Paige KnippenbergKnippenberg

Deception in Advertising and PoliticsDeception in Advertising and Politics

““That’s where a century of progress That’s where a century of progress in product promotion has gotten us: in product promotion has gotten us: from baseless claims for snake oil to from baseless claims for snake oil to baseless claims for emu oil. The baseless claims for emu oil. The products change, but the techniques products change, but the techniques of deception are as underhanded of deception are as underhanded now as they were in the days of Clark now as they were in the days of Clark Stanley.” (Jackson and Jamieson 5)Stanley.” (Jackson and Jamieson 5)

Background: Snake OilBackground: Snake Oil

Clark Stanley (Rattlesnake King)Clark Stanley (Rattlesnake King) Late 1800sLate 1800s Snake Oil LinimentSnake Oil Liniment Sold as a cure-allSold as a cure-all Chicago World’s Fair Chicago World’s Fair

of 1893of 1893

Background: Emu OilBackground: Emu Oil

20062006 Deception Wrinkle-Cheating CreamDeception Wrinkle-Cheating Cream Planet EmuPlanet Emu Contained “only triple-refined emu oil Contained “only triple-refined emu oil

in the world”in the world”

PurposePurpose

To illustrate the connection of “From To illustrate the connection of “From Snake Oil to Emu Oil” to our Snake Oil to Emu Oil” to our Language AwarenessLanguage Awareness reading, reading, “Weasel Words”, and the novel “Weasel Words”, and the novel 19841984 by George Orwell, and to support the by George Orwell, and to support the thesis of the chapter by providing our thesis of the chapter by providing our own examples of deception in own examples of deception in advertising and politics. advertising and politics.

Weasel WordsWeasel Words

Bounty CommercialBounty Commercial ““Best Ever”Best Ever” Lab testLab test ““one sheet keeps working ‘till the one sheet keeps working ‘till the

job’s done”job’s done”

19841984

Party was always trying to deceive Party was always trying to deceive its membersits members

Two Minutes HateTwo Minutes Hate

AB ForceAB Force

Charged by the FTC in 2003 for Charged by the FTC in 2003 for claiming it was an effective claiming it was an effective substitute for regular exercisesubstitute for regular exercise

Taken to courtTaken to court Marketers were ordered Marketers were ordered

to stop claiming ab belt to stop claiming ab belt

caused weight and fat losscaused weight and fat loss

DeceptionDeception

• Voters unhappy with deceptionVoters unhappy with deception

• Pack of WolvesPack of Wolves

• Kerry cuts Kerry cuts

intelligenceintelligence

• First attackFirst attack

TruthTruth• Kerry truthKerry truth

• Other falsitiesOther falsities

• Kerry’s actual supportKerry’s actual support

• 3.7%3.7%

• 55%55%

• Bush deception successBush deception success

Fahrenheit 9/11Fahrenheit 9/11

• Deception against BushDeception against Bush• Fahrenheit 9/11Fahrenheit 9/11• He implied itHe implied it• Bin Laden’s depart dateBin Laden’s depart date• 22/2622/26• Talking to OsamaTalking to Osama• White House ClearanceWhite House Clearance• 52%52%

In BetweenIn Between• Political deception beginning when endedPolitical deception beginning when ended

• Nonelection yearsNonelection years

• 2005, Conservative 2005, Conservative

groupgroup

• 2005, Liberal group2005, Liberal group

• Let Freedom RingLet Freedom Ring

Inconvenient Realities Inconvenient Realities

• Inconvenient Inconvenient TruthTruth

• Deception Deception unchallengedunchallenged

• ““If we know what’s good for us”If we know what’s good for us”

Don’t Become a VictimDon’t Become a Victim

““When confronted with a claim, keep When confronted with a claim, keep an open mind, ask questions, cross-an open mind, ask questions, cross-check, look for the best information, check, look for the best information, and then weigh the evidence” and then weigh the evidence” (Jackson and Jamieson 179)(Jackson and Jamieson 179)

Works CitedWorks Cited Jackson, Brooks and Kathleen Hall Jamieson. Jackson, Brooks and Kathleen Hall Jamieson.

“From Snake Oil to Emu Oil.” “From Snake Oil to Emu Oil.” unSpun: Finding unSpun: Finding Facts in a World of DisinformationFacts in a World of Disinformation. New York: . New York: Random House, 2007: 3-23.Random House, 2007: 3-23.

"Administrative Law Judge Orders Halt to "Administrative Law Judge Orders Halt to Misleading Claims for “Ab Force” Belt." Misleading Claims for “Ab Force” Belt." Infomercial WatchInfomercial Watch. 25 Sept. 2004. 13 Feb. 2009 . 25 Sept. 2004. 13 Feb. 2009 <http://www.infomercialwatch.org/ftc/abforce/abf<http://www.infomercialwatch.org/ftc/abforce/abforce.shtml>. orce.shtml>.

"FTC Charges Three Top-selling Electronic "FTC Charges Three Top-selling Electronic Abdominal Exercise Belts with Making False Abdominal Exercise Belts with Making False Claims." Claims." Federal Trade CommissionFederal Trade Commission. 8 May 2002. . 8 May 2002. 11 Feb. 2009 11 Feb. 2009 <http://www2.ftc.gov/opa/2002/05/projectabsurd.<http://www2.ftc.gov/opa/2002/05/projectabsurd.shtm>.shtm>.