ABSTRACT
This chapter discusses the myriad linguistic pathways that marketers and their creative partners follow to produce brand claims. It identifies implicatures in a brand's communications and discusses how to use a variety of rhetorical devices to suggest superiority. The chapter considers the appropriateness of using implicatures and particular rhetorical devices in particular circumstances. It details different types of advertising claims based on their language. A brand can use language that compares itself favorably with its competition in a manner that implies superiority but never states it. The objective of claim language is simple: convey to the target audience that there is a best choice, the client's brand. The language that companies choose to convey their brand message in advertising is often driven by a formal strategy and other times by an intuitive sense of what matters to customers.
