DHQ
Lesson 2 – Do you know
of any advertising
techniques?
What is Quackery
 Doctor or an advertisement (company) 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?
 You do not want to waste money on products or
services that do not do what they claimed
 You 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
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currently has no cure?
Quick/Painless Results
Does it claim to work by some secret formula?
Is it sold by telephone, door to door, or mail order?
Is it promoted by little-known person or group?
Is it serviced through infomercials?
Are there testimonials?
Who Protects Us From Health Fraud?
 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 merchandise
 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
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
Food
 Represents the most lucrative areas of quackery.
Diet Aids
 Appeals to our need to feel trim and energetic
Fraudulent Devices
 Devices that are promoted to cure ailments
What influences you to make a purchase?
5 Factors That Influence YOUR Decisions
 Price
 Convenience
 Family/Friends
 Quality
 ADVERTISING
Top 10 Advertising Appeals
1 - Brand Loyalty:
Convincing the consumer that one brand is better
then another.
http://www.youtube.com/watch?v=dBxcunGc_nA
2 - False Image Appeal:
Implies that a certain image will go with a certain
product.
http://www.youtube.com/watch?v=owGykVbfgUE
Advertising Appeals
3 - Bandwagon Appeal:
Implies everyone else is using a particular product.
http://www.youtube.com/watch?v=5x0IVSKbkCk
4 - Humor Appeal:
Contains a catchy slogan that gets your attention.
https://www.youtube.com/watch?v=7LtjzQaFZ3k
5 - Glittering Generality:
Has a claim that is exaggerated to appeal to an emotion.
https://www.youtube.com/watch?v=Ky7ic1Ro9yw
Advertising Appeals
6 - Scientific Evidence:
Includes results of surveys and lab results.
7 - Progress Appeal:
Emphasizes that a product is new and improved.
http://www.youtube.com/watch?v=dwEUBcQDAJE
8 - Reward Appeal:
Offers a special prize or a gift.
 http://www.youtube.com/watch?v=a2Cyvt7KD-A
Advertising Appeals
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.
https://www.youtube.com/watch?v=1mieLvidx3U
Advertising Slogan Quiz
 How many can YOU get??
 YOU CANNOT USE YOUR PHONE! – Good
luck
 https://www.youtube.com/watch?v=DJEj31jwtL8
“Once you pop the fun don’t stop”