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Order two for $1090 plus $380 postage and handling TO ORDER 14 Jack as Joker in Batman: Money is no Joke not" amusing frightening books read in years is Doublespeak by William Lutz a lawyer editor and associate professor of English at Rutgers University Harper & Row plans to publish the book next month and we enthusiastically recommend it Lutz explains that doublespeak is "language that pretends to communicate but really doesn't It is language that makes the bad seem good the negative appear positivelanguage that avoids or shifts responsibility" misleads and obfuscates the - The next twr es Beware of Doublespeak One Address cannot answer twirl 1 of the most Name 1II financial Parade regrets 017' ord prevails in rags-to-rich- 0 0 Oty PPI:0741)117t 2 76 NOT SOLD IN STORES Idaho plus $200 (shipping and handling) Two or more3695 each plus $150 each (shipping and handling) ek strips 92489 TO ORDER: u vet ro AZ Pm BACK (FOR 30 DAYS) protection from the sun Pull to the left or right and block the sun from either end of your car visor Pull down the dark see-thrsun screen for driving toward the sun Protects passenger side from sun and glare also Order TWO for each vehicle Attaches to the front or back jay side of lippoppolooll11111 the visor with n VP Mesa el volume or mail received Rags to Riches r every day It's great I think it's the best accessory you can have" er-7- 71 MONEY - n Cars SPECIAL PARADE'S reruarcjoriAorir7c3cs:---- I I ) truth Herewith a few examples: Tucson has no potholes just the evidence tell me it is Lutz says doublespeak has become so prevalent in all areas of our society that we tend to accept and overlook it rather than study and avoid its dangers Which of us protests ads for "genuine imitation leather" or "real counterfeit diamonds"? Which of us objected when President Jimmy Carter labeled the failure of a raid to free US hostages in Tehran as an "incomplete success"? Particularly informative in discussing the world of advertising Lutz reveals that the following words are among the most popular in TV commercials: "new" "improved" "better" "extra" "fresh" "clean" "beautiful" "free" "good" "pavement deficiencies" When members of the US "great" "light" "helps" "acts" Army Navy Marines and Air "virtually" "works" and "fast" Force invaded Grenada in 1983 He calls these "weasel words" and the invasion was said to have advises that "every word in an been conducted by the "Caribbean ad is there for some reason" g Forces" According "Your job is to figure out to the Pentagon there was exactly what each word is really no invasion but rather a doing" says Lutz "When you see n vertical insertion" ads on television don't be misled On March 4 1987 in a classic by the pictures the visual images example of doublespeak Ronald Only by becoming an active Reagan both denied and admitted critical consumer will you be able to cut through the doublespeak" participation in an deal with Iran "A few In 1946 George Orwell wrote: months ago" he said "I told the "Most people who bother with American people I did not trade the matter at all would admit that arms for hostages My heart the English language is in a bad and my best intentions still tell way" In Doublespeak William me that's true but the facts and Lutz proves Orwell was right Peace-Keepin- "pre-daw- arms-forhostag- BY LLOYD es SHEARER PAGE 18 SEPTEMBER 24 1989 © 1989 PARADE MAGAZINE |