False/Misleading
Competition Act (CA) gov't regulated
Ad Standards Canada - group of advertisers regulating ads
breaking rule in CA -- fines up to 1 million, or jail time
False/Misleading
- promises you can't make or keep (eg. restores youth)
- incomplete description (eg. oak table when it has parts made from plastic)
- comparison (eg.papa johns vs. pizza hut)
- bait and switch (eg. advertise one product and not have it, but offer more expensive version)
- puffery (eg. claims close to reality that can't be backed up)
- deception (visual distortion or false demonstration)
- false testimonial (celebs need to actually be on meds they're advertising)
- partial disclosure (medical side effects = full disclosure)
- small print
Viagra ads don't need full side effects disclosure because they don't promise medical benefits. They sell a lifestyle.
Advertising is deceptive, manipulative, makes us materialistic, etc.
BUT advertising encourages competition, new productions, boosts the economy, etc.
Best ad technique? Honesty.
Advertising makes you think.
Advertising makes you think.
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