SugarByHalf - Watch out for Weasel Words!

In this lesson, students will consider how language is used in advertising to frame products in a positive light.

The lesson begins with a brief introduction to the concepts of synonyms and connotations, illustrating how deliberate language choice helps advertisers refine and craft their meaning. Through a class discussion, students will develop an understanding of ‘weasel words’, which are words that companies can use to create a specific impression of their products. Working in pairs, students will find a print advertisement that uses weasel words, and, with the help of a set of prompts, perform an analysis of how those weasel words influence our interpretations. The lesson concludes with the opportunity for students to reflect on their changed understanding of weasel words.

We’ve taken elements of this lesson and adapted them for remote learning. You can find this activity here.