1. The influence of advertising
Teens
lesson ten
The influence of advertising

2. commonly used advertising techniques
information
Presentation of simple, direct information.
status
Associates product use with those who have status, who are successful, and who enjoy and understand the “fine things in life.”
peer approval
Associates product use with friendship/acceptance.
hero endorsement
Associates use of product with a well-known person.
sexual attraction
Associates use of product with increased sexual appeal.
entertainment
Associates product with entertainment and feelings of enjoyment.
intelligence
Associates product with smart people who can’t be fooled by gimmicks.
independence
Associates product with people who can think and act for themselves.
unfinished comparison
Use of phrases such as, “Works better in poor driving conditions!”Works better than what?
Teens – Lesson 10 - Slide 10-A

3. sales techniques Some commonly used approaches: The Weasel Claim
- uses words or phrases that appear substantial but, on, closer inspection, disintegrate into hollow meaninglessness.
Examples: “Helps control dandruff symptoms with regular use” (which does not say “Stops dandruff”)
“Leaves dishes virtually spotless” (not totally spotless)
“Listerine fights bad breath” (but does not “stop” bad breath)
The Unfinished Claim
claims the product is better or has something more of but does not finish the comparison.
Examples: “Magnavox gives you more” (than what?)
“Anacin: twice as much of the pain reliever doctors recommend most” (compared to whom?)
The “We’re Different and Unique” Claim
suggest there is nothing else quite like the product advertised.
Examples: “There’s no other mascara like it.”
“Only Doral has this unique filter system.”
“if it doesn’t say Goodyear, it can’t be Polyglas.” (Polyglas is a brand name)
Teens – Lesson 10 - Slide 10-B

4. The “Water is Wet” Claim
says something about the product that is true for any brand in that category.
Examples: “Rheingold, the natural beer” (like all other beers made from grains and water)
“SKIN smells differently on anyone” (like most perfumes)
The “So What?” Claim
makes a claim that is true but gives no real advantage to the product. Claims an advantage which is not shared by most other brands, but this advantage is inconsequential.
Examples: “Geritol has more than twice the iron of ordinary supplements” (but is twice as much beneficial to the body?)
““Campbell’s gives you tasty pieces of chicken and not one but two chicken stocks” (but does the presence of two chicken stocks improve the taste?)
The Vague Claim
is simply unclear, using colorful but meaningless words as well as subjective and emotional opinions.
Examples: “Lips have never looked so luscious”
“For skin like peaches and cream”
“The end of meatloaf boredom.”

5. The Endorsement or Testimonial
uses a celebrity or authority to lend his or her stellar qualities to the product.
Examples: “Joan Fontaine throws a shot-in-the-dark party and her friends learn a thing or two.”
“Darling, have you discovered Masterpiece? The most exciting men I know are smoking it.” (Eva Gabor)
The Scientific or Statistical Claim
uses some sort of scientific proof or experiment, very specific numbers, or an impressive-sounding mystery ingredient.
Examples: “Wonder Bread helps build strong bodies 12 ways” (this ad was later withdrawn)
“Easy-Off has 33% more cleaning power than another popular brand.” (but is it 33% better?)
“Certs contains a sparkling drop of Retsyn.”
“What do you want from coffee? That’s what you get most from Hills.”
Teens – Lesson 10 - Slide 10-C

6. The “Compliment the Consumer” Claim
butters up the consumer by some form of flattery.
Examples: “We think a cigar smoker is someone special.”
“The lady has taste.”
“You’ve come a long way, baby.”
10. The Rhetorical Question
demands a response from the audience. A question is asked and the viewer is supposed to answer by affirming the product’s goodness.
Examples: “Plymouth - isn’t that the kind of car America wants?”
“Shouldn’t your family be drinking Hawaiian Punch?”
Teens – Lesson 10 - Slide 10-C

7. examples of misleading advertising
Frequently seen misleading advertisements:
health fraud
Promises of overnight medical cures and treatments.
Products developed after “years of research” and “proven to
provide immediate positive results.”
Testimonials from medical experts and satisfied customers.
credit repair
Offers, for a fee, to fix a bad credit record. (Credit repair is impossible!)
“get rich quick” schemes
Ads that offer an opportunity to earn a lot of money in a short amount of time with very little effort.
product misrepresentation
Uses names similar to nationally recognized brand.
Merchandise offered at below-market value for a limited time only.
Vague descriptions of product.
travel fraud
Offers accompanied by certificates for free or very low-cost travel.
Vague description of services and accommodations.
Teens – Lesson 10 - Slide 10-D

8. program-length commercials (infomercials)
how to spot program-length commercials
“Commercials” similar to the program content.
Sponsor identified at beginning or end.
One product is proclaimed superior.
protect yourself if you want to order the item
Use a credit card.
The Fair Billing Act will offer you some protection if you have problems with the bill or the quality of the product.
order or pay by mail
Your purchase will be covered under the Mail Order Rule.
actions to avoid
Giving your bank account number over the phone.
remember
Product claims are made by the advertiser.
Such claims represent neither an objective nor an independent evaluation of the product.
Teens – Lesson 10 - Slide 10-E

9. rules for evaluating advertisements
ask yourself basic questions
Does the ad appeal to your emotions?
Look beyond the appeal to find out what the ad really says (or doesn’t say) about the product or service.
What are the special features of the product?
Are these features necessary?
as you read, listen to, or watch advertisements...
Search for fraud and deception in the ad.
Be alert to ads that are misleading (those that make unreasonable claims about the product or service).
Read the fine print, or listen carefully.
Teens – Lesson 10 - Slide 10-F

10. Maslow's – Hierarchy of Needs
Self Actualization – Introspection, Understand Yourself, Actualization, Realize Potential, Get it Together
Aesthetic Needs: Beauty, Order, Organization Needs, Art, Music
Cognitive Needs: Thirst for Knowledge, Learn Because it is Valuable and Important
Esteem Needs: Respect, Recognition, Power, Status, Superiority
Physiological Needs: Air, Food, Water, Shelter, Clothing
Safety Needs: Out of Danger, Safe, Secure, Comfort, Cleanliness, Health
Need for Belongingness: Affiliation (groups), Social/Peer Approval, Belongingness, Love of Opposite Sex