Sold on Language : How Advertisers Talk to You and What This Says about You

"In this wise and witty book, Julie Sedivy and Gregory Carlson use modern research in psychology, linguistics, and psycholinguistics to show us how little of what we choose is the result of reasoned and conscious deliberation. We like to think of ourselves as being in charge of our lives: we're not. Sold on Language may not be for everyone. But if you shop, it's for you. And if you vote, it's for you. Reading this book may be the best defense you have against being manipulated by others." - Professor Barry Schwartz, Department of Psychology, Swarthmore College and author of 'The Paradox of Choice', and 'Practical Wisdom' "Via engaging prose and scientific evidence, Sedivy and Carlson have made a noteworthy contribution by providing fresh and deep insights into something we thought we'd already understood." -Dr Robert B. Cialdini, Author of Influence: The Psychology of Persuasion Tell most people that advertisers and politicians exploit language to manipulate desire and opinion, and they'll likely respond "So what else is new?" - and then go on to add, "though, mind you, I'm not fooled for an instant." But advertisers eat that self-assurance for breakfast food; they know that no audience is so easy to beguile as one that's smugly confident in its own sophistication. With engaging examples and lucid explanations, Sedivy and Carlson document the persuasive power that inhabits every corner of language - not just in the familiar puffery of adjectives like "new and improved," but the implications hidden in little words like your and the. Whether you're a student of language or just a consumer of it, you'll come away from Sold on Language a bit more humble and a lot more attentive - and by the by, with an appreciation of how much more there is to language than the wisdom we acquired in seventh grade at the end of Sister Petra's ruler. - Geoffrey