Unit 8 Flashcards
Canadian Code of Advertising Standards
Majority of the points deal with the imperative to be truthful and non-deceptive. Advertisers must not misrepresent the product or its price and availability.
Bait and Switch
“Bait and Switch” is a ploy in which a product is advertised but only a few items are keep in stock, so customers are lured into the store and then switched to more expensive items.
The art of creating a false impression and misleading through words without actually lying.
Doublespeak
products that are essentially the same, so they must be promoted on the basis of image-making.
Parity products
Weasel Words
claims which are hollow, like an egg whose insides have been sucked out by a weasel.
Help
only means to assist or aid, so it involves no promise to do or cure anything.
Virtually
means in essence or effect, though not in fact.
“New and Improved
means the product has been changed in some way.
Arrington
Advertising techniques
Does advertising threaten our autonomy through behaviour control?
Puffery
the practice of making exaggerated, fanciful, or highly suggestive claims about a product or service.
Theodore Levitt
argued that humans naturally desire to embellish, enrich, and enchant the world around them. Commerce merely takes the same liberty as the artists
John Kenneth Galbraith
Dependence effect
Dependence effect
Rather than producing products to satisfy pre-existing desires, modern business creates the desire for what it has to sell.
“Culturally Induced Desires can be autonomous”
Friedrich Hayek
Consumer Sovereignty.
“If advertising is enough to make people buy a product, why don’t companies simply invest all their money in marketing”
Ludwig von Mises
