Can you figure this out??!!
Quackery / Health Fraud Lesson – Consumer Health Unit TSWBAT to analyze an advertisement selling a consumer health product by examining appeals in the ad. TSWBAT differentiate between different advertising appeals by taking notes and examining advertisement examples. http://www.youtube.com/watch?v=YH7_VAMMuog
Quackery vs. Health Fraud Quackery = Doctor or advertisement that makes false claims Health Fraud = Advertising, promotion, and sales of products and services that have not been scientifically proven safe and effective
How it works Plays on human emotion Weakness and Fear
Why protect yourself from quackery? Do not want to waste money on products or services that do not do what they claimed Do not want to use harmful products You don’t want to delay valuable medical treatment
How to uncover health fraud Is there a promise of a cure for a condition, which currently has no cure Quick/Painless Results Does it claim to work by some “secret formula?” Sold by phone, door to door, mail order, e-mail, text messages, facebook, twitter, pinterest…. Promoted by little-known person or group Serviced through infomercials TESTIMONIALS
Popular Types of Fraud Products Beauty Aids Play on peoples fear of getting old, fat, and promise youth, beauty and sex appeal forever Wrinkles, Baldness, Weight Loss
Diet Aids Appeals to our need to feel trim and energetic
Food Represents the most lucrative areas of quackery. “Whole Grain”
Fraudulent Devices Devices that are promoted to cure ailments
Logos / Slogans / Jingles
Who protects us from health frauds? FDA – Food and drug administration Part of the HHS / will recall food, medicine, etc. that prove harmful BBB – Better business bureau Handles complaints about local merchants Consumer advocates People or groups whose sole purpose is to take on regional, national and even international consumer issues. Examples = “Consumer Reports” Magazine; professional health organizations; Yelp
How are we advertised to…..
5 Factors That Influence YOUR Decisions Price: brand names cost more, usually well advertised. Convenience: Pay more for convenience. When we are in a hurry to save time we buy Family/Friends Quality ADVERTISING
Top 10 Advertising Appeals 1 - Brand Loyalty: Convince person that one brand is better then another 2 - False Image Appeal: Implies that certain image will go with certain product 3 - Bandwagon Appeal: Implies everyone else is using particular product 4 - Humor Appeal: Contains catchy slogan that gets your attention 5 - Glittering Generality: Has claim that is exaggerated to appeal to an emotion
Top 10 Advertising Appeals 6 - Scientific Evidence: Includes results of surveys and lab results 7 - Progress Appeal: Emphasizes that a product is new and improved 8 - Reward Appeal: Offers special prize or gift 9 - Sex Appeal: A product that hints it will make a person sexy or attractive 10 - Testimonial: Technique uses a spokesperson to promote the product
Commercials Do you think you can pick out some advertising appeals in these commercials?! 1 = Hawaii Chair - http://www.youtube.com/watch?v=E9_amg-Aos4 2 = Medifast - http://www.youtube.com/watch?v=Ij7z9QTc4PI 3 = Axe - http://www.youtube.com/watch?v=vgxxAwue7Fs 4 = Aflac Insurance (CC)= http://www.youtube.com/watch?v=9okKprTbrCg 5 = ESPN Sportscenter = http://www.youtube.com/watch?v=DqL2hFMY3LQ