The semantic differential assumes that words fall along a continuum of extremes regarding connotative meaning. This differential is often used by advertisers and public relations firms. I try to find a balance in my life without being gullible and naive but also without being overly cynical. This type of information makes it difficult. I find it baffling the lengths to which advertisers will go to try to use the perfect combination of words to promote a product, service or even a person. Groups of people are brought together and given a list of words and asked to rank them on a spectrum of things such as powerful to powerless, strong to weak, or superior to inferior. Using this meter, anyone who wants to give their all can understand which words are best to use and which to avoid. In some ways it's incredibly useful. Now that I'm aware of this, I can't help but feel a little manipulated. I know I will now pay more attention to the words that ads and topics specifically avoid, the words they choose to use, and any meaning of the relationship between the words that