1. Can you figure this out??!!

2. 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.

3. 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

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 phone, door to door, mail order, , text messages, facebook, twitter, pinterest….
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
Wrinkles, Baldness, Weight Loss

9. Diet Aids
Appeals to our need to feel trim and energetic

10. Food
Represents the most lucrative areas of quackery.
“Whole Grain”

11. Fraudulent Devices
Devices that are promoted to cure ailments

12. Logos / Slogans / Jingles

13. 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

14. How are we advertised to…..

15. 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

16. 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

17. 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

18. Commercials
Do you think you can pick out some advertising appeals in these commercials?!
1 = Hawaii Chair -
2 = Medifast -
3 = Axe -
4 = Aflac Insurance (CC)=
5 = ESPN Sportscenter =