An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis of Belgian Ads

Abstract

Probability markers are specific words or phrases used to signal to which degree is it likely that a given claim or argument is true. They can indicate various levels of probable (hedges) or certain (pledges) truth, and can be used in advertising to reduce the consumers’ tendencies to counter-argue the claim of the ad (Vestergaard and Schroder 1985) or to enhance the credibility of the claim (Areni 2002). Well-known examples of the usage of probability markers in advertising include a slogan used by Delirium Tremens (“Elected as best beer in the world”), numerous drug advertisements (“Nutra-Life Cold and Flu fighter may reduce the severity and duration of colds”), as well as cosmetics and skincare ads (“Oil of Olay – Proven to help you look revitalized”).