“To take something at face value” means to accept information without questioning hidden meanings or motives. The idiom comes from money, where face value is the exact amount printed on the front. Advertisers exploit this tendency to deceive people.
“Take something at face value” is a commonly used idiom in the English language. To take something literally is simply to accept it for what it appears to be on the surface. This idiom assumes that information has been given and the recipient acknowledges and believes it without thinking about ulterior motives, hidden meanings, or anything else not blatantly evident on the “face” or surface of the information.
The origin of this idiom is reported by various dictionaries and etymological resources, and is believed to have something to do with money. The face value of a piece of money is the exact amount printed on the front, or “face,” with no second thoughts or questions needed. Therefore, taking something at face value is akin to unreservedly accepting the value of a piece of money, because the information is accepted without further thought or consideration.
An example of correct use of the idiom might be an individual saying to another person, “Please tell me straight out what you’re thinking. I can’t take hints easily, so I’m taking everything you say at face value.” This means that the individual does not feel able to look for hidden meanings and subtle nuances in the conversation, and instead wishes to receive information in simple terms that can be taken literally without the need to assume or decode anything. An incorrect use of the idiom could be: “I took what he said at face value, but I still think he might be deceiving me.” In this case, the individual has not truly believed the speaker, because the assumption that there are hidden meanings or misleading information is still present.
Often, people’s tendency to take things literally is exploited by advertisers and other people or groups who will benefit from a slight deception. Advertisements often use the “fine print” to modify an earlier, more catchy claim, providing a hidden truth that many people won’t notice. For example, if a person takes at face value a television advertisement that can buy a new car at an outrageously low price, that person will likely be surprised to learn upon arriving at the car dealership that a score of or other requirement qualification must first be satisfied.
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