Apple Polishing is essentially a term meaning to give false praise in order to gain favor. Wise Geek.com lists synonyms such a brown-nosing toadying, etc. People who use this technique extensively are called sycophants. Their attitude is often obsequious (fawning or servile).
I remember "bring an apple for the teacher" as a phase I heard growing up. I kept expecting to see the teacher's desk covered in apples. Indeed, this is where the phase 'Apple Polishing' comes from (Wise Geek).
In advertising, the Apple Polishing is sometimes fairly open: "Victoria's Secret is THE destination for chic women's clothing, sultry swimwear, must-have shoes ..." In other words, shop here and you will be chic or sultry. Apple Polishing is even used in product names: "Weight Watchers® Smart Ones® - Low Fat, Low Calorie and High Fiber ...Weight Watchers® Smart Ones® Low Fat, Low Calorie and High Fiber Meals has taken eating smart to a whole new level of deliciousness" .saying Eat this food and you will be a Smart One.
The use of celebrities in advertising is more of a analogy. If you want to be like this person, use my product..but it is also a more indirect form of apple polishing, because it intimates you CAN be like the celebrity.
Finding one advertisement to speak to seemed impossible. Each one only seems to use apple polishing in one or two statement: And written or on-line adverts are not primarily words. But Apple Polishing seems to be everywhere.
http://www.wisegeek.com/what-does-apple-polishing-mean.htm
http://dictionary.com/
http://eatyourbest.com
This was a very good post. Apple polishing is a term I have never heard of in my life, except for the literally meaning. Nice to know I learned something new today! :o) I think people can use "apple polishing" at any stage in their life. Young kids or even teens can be easily influenced by this(Or not! There are some pretty smart kids out there!). Adults can usually spot it. However, again, not all adults can catch it! When someone gives us a compliment, we usually like it. But when someone gives us a compliment and are asked to give something back in return for that compliment, then, most adults can tell when they are being "conned."
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