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Beware of those who use the truth to deceive. When someone tells you something that is true but leaves out important information that should be included, he can create a false impression. For example, someone might say, “I just won ten thousand rupees on the lottery. It was great. I took that ten rupees ticket back to the store and turned it in for ten thousand rupees!” This boy is the winner, right? Maybe, may not be. We then discover that he bought two hundred tickets, and only one was a winner. He’s really a big loser!
He didn’t say anything that was false, but he deliberately omitted important information. That’s called a half-truth. Half-truths are not technically lies, but they are just as dishonest. Untrustworthy candidates in political campaigns often use this tactic. Let’s say that during Governor Smith’s last term, her state lost one million jobs and gained three million jobs. Then she seeks another term. One of her opponents runs an ad saying, “During Governor Smith’s term, the state lost one million jobs!” That’s true. However, an honest statement would have been, “During Governor Smith’s term, the state had a net gain of two million jobs”. Advertising has evolved tremendously in the past century. It has not only been furthered by advances in technology but also in the way that advertisers communicate with consumers.
Advertising copywriters know the power that language has over people and they use this to their advantage to convince and persuade. They use a number of techniques to help alter the way people perceive a product. More importantly, they make them want to buy it. Advertisers will sometimes, use half-truths. It’s against the law to make false claims so they try to mislead you with the truth. An ad might boast, “Nine out of ten doctors recommend Lucky Pills to cure pimples”. It fails to mention that they only asked ten doctors and nine of them work for the Lucky Corporation. This kind of deception happens too often. It’s a sad fact of life. Lies are lies, and sometimes, the truth can lie as well.
(a) How do some people use the truth to deceive?
(b) What is half-truth?
(c) How do politicians use half-truths during their election campaigns?
(d) What role does language play in the world of advertising?
(e) What is meant by the word, ‘deceive’? (Para 1)
(i) loot (ii) rob (iii) confuse (w) mislead
(f) What is meant by the word, ‘deliberately’? (Para 2)
(i) intentionally (ii) carefully (iii) clearly (iv) honestly
(g) What is meant by the word, ‘evolved’? (Para 3)
(i) invented (ii) created (iii) developed (iv) furthered
(h) What is meant by the word, ‘boast’? (Para 3)
(i) shout (ii) declare (iii) cry (iv) brag
(a) When someone tells you something that is true but leaves out important information that should be included, he or she deceive other people.
(b) When someone says anything that is not false but deliberately omits important information. It is called half-truth.
(c) Politicians tell people half-truth of his or her opponent to mislead the public and make them in favour of themselves.
lead them to buy the product they are advertising.
(e) (iv) mislead; (f) (ii) carefully; (g) (iii) developed; (h) (iv) brag