1. Quackery Lesson (Consumer Health Unit) TSWBAT to analyze if an consumer health product advertisement is quackery or not. TSWBAT differentiate between different advertising appeals.

2. What advertising used to look like Flintstones cigarette commercial Old PSA commercial

3. What is a 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

4. How it works Plays on human emotion Weakness and Fear

5. 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

7. 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 telephone, door to door, mail order Promoted by little-known person or group Serviced through infomercials TESTIMONIALS

8. Popular Types of Fraud Products Beauty Aids  Play on peoples fear of getting old, fat, and promise youth, beauty and sex appeal forever  Baldness Baldness  Wrinkles Wrinkles

9. Diet Aids

10. Food Represents the most lucrative areas of quackery. Waste of money and unhealthy

11. Fraudulent Devices Devices that are promoted to cure ailments or make false claims

12. Advertisements

13. 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

14. Top 10 Advertising Appeals 1 - Brand Loyalty:Brand Loyalty Convince person that one brand is better then another 2 - False Image Appeal:False Image Appeal Implies that certain image will go with certain product

15. 3 - Bandwagon Appeal: Bandwagon Appeal: Implies everyone else is using particular product 4 - Humor Appeal:Humor Appeal: Contains catchy slogan or funny act that gets your attention 5 - Glittering Generality:Glittering Generality: Has claim that is exaggerated to appeal to an emotion

16. 6 - Scientific Evidence: Includes results of surveys and lab results 7 - Progress Appeal: Emphasizes that a product is new and improved 8 - Reward Appeal:Reward Appeal Offers special prize or gift

17. 9 - Sex Appeal:Sex Appeal A product that hints it will make a person sexy or attractive 10 - Testimonial:Testimonial Technique uses a spokesperson to promote the product

18. How to Evaluate an Ad. What is being advertised? Who is their target audience? What techniques are being used to attract my attention? What emotions did this product/ad tap? What does the advertiser want me to believe? What do I know to be a fact?

19. Appeal Commercials Watch the following 11 commercials. On your worksheet, choose to analyze three of the ten commercials to respond to. Please answer ALL of the questions on each commercial. This worksheet will be handed in for class credit at the end of class.

20. Commercial #1 Shake Weight

21. Commercial #2 48 Hr. Diet

22. Commercial #3 Cover Girl

23. Commercial #4 Under Armor

24. Commercial #5 Nike

25. Commercial #6 Adidas

26. Commercial #7 Shape Up Sneakers

27. Commercial #8 Hawaii Chair Hawaii chair on Ellen

28. Commercial #9 Snickers

29. Commercial # 10 Doritos

30. Commercial #11 Axe Body Spray

31. Commercial #12 Old Spice