1. Truth in Advertising Graphic Design & Illustration 1 Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

2. Common Terms FTC – Federal Trade Commission Created in 1914 to prevent unfair methods competition Mission: “To prevent business practices that are anticompetitive, deceptive, or unfair to consumers; to enhance informed consumer choice and public understanding of the competitive process; and to accomplish this without unduly burdening legitimate business activity.” http://www.ftc.gov Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission. 2

3. Common Terms Subliminal – below the threshold of consciousness Deceptive – intentionally misleading Endorsement – professional recommendation of a product or service, usually for pay Claim – an assertion or statement Civil penalty – punishment based on civil law Retrieved from http://www.merriam-webster.com/dictionary/http://www.merriam-webster.com/dictionary/ Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission. 3

4. Analyzing Ads Visual elements Text elements Focal Point Font selection White space Color Eye appeal Truthfulness 4Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission. 4

5. FTC – FAQs What truth-in-advertising rules apply to advertisers? Are advertising agencies subject to the FTC Act? What makes an advertisement deceptive? What makes an advertisement unfair? How does the FTC determine if an ad is deceptive? 5Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission. 5 Source: (April 2001). Advertising FAQ’s: A Guide for Small Business. Retrieved from http://business.ftc.gov/documents/bus35-advertising-faqs-guide-small- business

6. FTC – FAQs What kind of evidence must a company have to support the claims in its ads? What kind of advertising claims does the FTC focus on? What penalties can be imposed against a company that runs a false or deceptive ad? Will the FTC review my company's ads before they run to make sure that we've complied with the law? Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission. 6 Source: (April 2001). Advertising FAQ’s: A Guide for Small Business. Retrieved from http://business.ftc.gov/documents/bus35-advertising-faqs-guide-small-business

7. Consequences of deceptive advertising Cease and desist orders. Civil penalties, consumer redress and other monetary remedies. Corrective advertising, disclosures and other informational remedies. Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission. 7

8. Create a truthful ad How can the truth be exciting? The ad must have a catchy phrase and a punch The ad must be truthful The ad must use color well Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission. 8

9. Evaluation Creativity/Appeal Truthful message Effective use of design elements Neatness Completeness Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission. 9