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Advertising 1A
Chapter 13
Scavenger Hunt for False Advertisements Pg. 363-368
Find ads that illustrate each of the following concepts and explain the ethical concerns
related to each ad. Staple your 5 advertisements found to this assignment and turn
into the 1A grading basket. The ads should be stapled in order # 1-5 for full credit.
1.
Puffery Pg 363 – exaggeration or a subjective opinion used to sell products. It is legal because it
cannot be proven true or false. Example: restaurant claims to sell “the best burger in the world”
Ad:
Ethical concerns of your puffery ad:
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2. Materialism Pg 363 – advertisement which places an importance on money and possessions. They
often portray products as symbols of status, prestige, happiness, and beauty. Some consumers believe
advertisers are encouraging self-indulgent behavior. The responsibility of the consumer is to use good
judgment and act responsibly when making purchases.
Ad:
Ethical concerns of your materialism ad:
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3. Manipulation Pg 364- Advertising can have a power of persuasion. It compels consumers to take
actions they would not otherwise takes and may not be in the consumers best interest. An example,
consumers sometime buy things they cannot afford or will later regret.
Ad:
Ethical concerns of your manipulation ad:
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4. Controversy Pg 364- Advertising of products and services such as tobacco, alcoholic beverages, and
gambling/lotteries is considered controversial by many consumers. They believe advertisements make
these products appealing and increase consumption. Controversy can also be when consumers think an
ad is offensive or in poor taste. Example: Weight loss advertisements can sometimes be controversial
Ad:
Ethical concerns of your manipulation ad:
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5. Appeals based on fear or guilt Pg 365- This tactic is used by advertisers to highlight the negative
consequences or risks of not using an advertised product. This tactic is often used to promote home
security systems, insurance products, weight loss products, prescription medications, and charitable
organizations.
Ad:
Ethical concerns of your appeals based on fear or guilt ad:
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