Saint’s Tami Williams stars in new Tommy Hilfiger fragrance campaign. 

Detected Manipulations & Suggested Changes

Appeal to authority / Biased language

Using status or reputation (e.g., being a ‘legend’) as implicit evidence of value, and using positive, promotional wording that goes beyond neutral description.

The phrase “a true legend in American fashion” appears in a quote from Tami Williams: “I’m tickled with joy and proud to be in this new ad campaign for a true legend in American fashion.” While this is clearly her opinion, it frames Tommy Hilfiger in strongly positive, authoritative terms without any balancing context. Similarly, the article refers to Tommy Hilfiger as a “renowned American designer” in the reporter’s voice, which is mildly promotional and assumes a positive evaluation rather than simply stating his prominence or influence.

3 suggestions

Clarify the subjective nature of the ‘legend’ description, e.g.: “...for Tommy Hilfiger, whom she described as ‘a true legend in American fashion.’” (This is already mostly clear because it is in a direct quote, but the reporter could avoid echoing the framing elsewhere.)

Replace or qualify “renowned American designer” with a more neutral descriptor, e.g.: “American fashion designer Tommy Hilfiger” or “longtime American fashion designer Tommy Hilfiger, known for his eponymous brand.”

If keeping evaluative terms, add context that grounds them factually, e.g.: “Tommy Hilfiger, whose brand has been a major player in American fashion since the 1980s,…” instead of simply “renowned.”

Appeal to emotion

Using emotionally charged language to create a positive emotional response rather than just conveying information.

The article includes phrases like “I’m tickled with joy and proud…”, “an exuberant Deiwght Peters… was still celebrating Tami’s big commercial moment”, and “Filled with gratitude and thankful for the blessings…”. These are direct quotes or characterizations that emphasize emotional celebration and gratitude, which is typical for a lifestyle/entertainment piece but still leans into emotional framing rather than purely factual reporting.

3 suggestions

Keep emotional language clearly within quotation marks and attribute it explicitly, as is mostly done, to signal that these are the subjects’ feelings, not the outlet’s evaluation.

Tone down the reporter’s own emotional framing, e.g. change “An exuberant Deiwght Peters… was still celebrating Tami’s big commercial moment” to “Deiwght Peters, CEO of Saint, said he was pleased with Williams’ latest campaign.”

Balance emotional quotes with neutral, factual context, e.g. add brief data about her career milestones or number of campaigns instead of focusing primarily on celebratory language.

Mild promotional framing / Omission of neutral context

Presenting information in a way that functions like promotion, without explicitly disclosing it as such or providing neutral balancing context.

The piece reads largely like a promotional announcement for the Tommy Hilfiger fragrance campaign and for Saint International’s success: it lists multiple high-profile brands Williams has worked with and other Saint models’ fragrance campaigns. There is no critical or neutral counterbalance (e.g., about the commercial nature of such campaigns, or the broader industry context). While this is typical for entertainment news, it still leans toward PR-style framing. Examples: - “Tommy Girl has remained one of the super-competitive fragrance industry’s top-selling scents since its launch in 1996.” (This is a flattering, marketing-like claim without sourcing.) - “Williams is one of the island’s most prolific model exports.” (A strong positive characterization without data or source.)

4 suggestions

Attribute commercial or performance claims to a source, e.g.: “According to industry sales rankings, Tommy Girl has remained among the fragrance industry’s top-selling scents since its launch in 1996.”

Qualify broad evaluative statements, e.g. change “Williams is one of the island’s most prolific model exports” to “Williams is regarded as one of the island’s more prolific model exports, having appeared in campaigns for brands such as Valentino, Balmain, Dolce & Gabbana, Calvin Klein and Ralph Lauren.”

Explicitly acknowledge the promotional nature of the content if applicable, e.g.: “The campaign, part of Tommy Hilfiger’s latest fragrance marketing push, features Williams alongside American model Conrad Solaka.”

Include at least one neutral industry fact (e.g., about the frequency of such campaigns or the typical role of models in fragrance marketing) to provide context beyond celebratory framing.