Unit 8 - Advertising Ethics

Question 1

Tries to link non-marketable goods (popularity, sex appeal, and success) with the product they are selling.

Answer 1

Associative advertising

Question 2

To be _______ is not merely to be free, in the sense of being left alone, but to have the inner resources to make use of that freedom in a self-directed way.

Answer 2

Autonomous

Question 3

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.

Answer 3

Bait and Switch

Question 4

Businesses create the desire for their products through advertising. Rather than producing products to satisfy pre-existing desires, business creates the desire for what it has to sell. Wants depend on the same process by which they are satisfied.

Answer 4

Dependence Effect

Question 5

The practice of making exaggerated, fanciful, or highly suggestive claims about a product or service. Usually the exaggeration is obvious and concerns subjective feelings or non-material associations.

Answer 5

Puffery

Question 6

_________ reaches the unconscious directly with a message that the consumer isn’t consciously aware of. For example, if the words “hungry” or “buy popcorn” could be flashed across a movie screen so quickly that they weren’t consciously perceived, and it resulted in an increase of popcorn sales.

Answer 6

Subliminal advertising