Chapter 1

Things are not often as they are described. For example, the Montana-based Evergreen Foundation is supported by companies that cut down trees.

Authors Jackson and Jamieson give us eight common tricks to recognize of the deception trade.

Trick #1: Misnomers – Don’t assume that a law/product name does what the name implies. For example, Lung Support Formula (which supposedly cured asthma and emphysema). Always ask, “What’s behind that name?” Does it really describe the thing they are trying to sell me? What would be a more accurate name for it?”

Trick #2: Frame It and Claim It – Politicians will try to use words that we’ll automatically accept or reject without thinking too much. Indeed, sometimes just choosing a word means choosing sides. For example, are you “pro-choice” or “pro-life”? Generally, there’s much more to an issue than a name or slogan can tell us. Judging an issue or a product by its name is just as foolish as judging a book by its cover. Better to say to yourself, “Okay, that’s what they want me to think. Now what’s the rest of the story?”

Trick #3: Weasel Words – Weasel words suck the meaning out of a phrase or sentence, the way that weasels supposedly suck the contents out of an egg, leaving only a hollow shell. For example, in “Up to 50 percent off,” the empty shell of a phrase is “50 percent off,” the weasel words are “up to.”

Trick #4: Eye Candy – Visual pictures speak louder than words. When words say one thing and pictures say another, it’s the pictures that count. When you see dramatic images, listen to the “fine print.” Ask yourself, “What are my ears telling me about this picture?” A picture can indeed be worth a thousand words-but those words aren’t necessarily true.

Trick #5: The “Average” Bear – When you hear “average,” always ask, “Does that really mean ‘typical’?” A single number seldom tells the whole story, especially with something as big and complicated as the U.S. economy or the federal tax system.

Trick #6: The Baseline Bluff – When you hear a politician talking about a “cut” in a program he/she favors, ask yourself, “A cut compared to what?”

Trick #7: The Literally True Falsehood – When you hear vague phrases or carefully worded claims, always ask, “Are they really saying what I think they’re saying? What do those words mean, exactly? And what might they be leaving out?”

Trick #8: The Implied Falsehood – When you see or hear something being strongly implied but not stated outright, ask yourself, “Why do they have to lay it between the lines like that? Why don’t they just come out and say it?” Often there’s a very good reason: what the speaker wants you to believe isn’t true.