Business Studies
Deceptive advertising is generally defined as advertising that may be interpreted as false or misleading. Deceptive advertising occurs if a reasonable consumer would be misled by the ad. Puffery—vague generalities and obvious exaggerations—is permissible. Ads that appear to be based on factual evidence but in fact are not are deemed deceptive.
For this discussion you are to search the media and find an advertisement you think is deceptive. Take a screen shot of the ad or post a link to the media. Then describe why you think the ad is deceptive as related to any of the issues noted in the textbook (i.e., bait-and-switch, claims based on half-truths, etc.). End your post with a question for the class to validate your concerns.
ANSWER
Deceptive Advertising
https://www.youtube.com/watch?v=zBHSz8ted_c
The above link is a Colgate advertisement. Colgate is an American company that deals in mouth hygiene, with its products including toothpaste and toothbrushes. The company is famous and sells its products to every continent in the world. Like many other Colgate advertisements, Colgate promises oral hygiene in terms of improving your breath, strong gums and sparkling white teeth. However, I believe that the concept of sparkling white teeth is deceptive by Colgate. From the advertisement, it is visible that the teacher, Colgate promoter and the students all have sparkling white teeth. This creates an impression on the intended audience that one is guaranteed of sparkling white teeth upon the continuous usage of their product.
However, I believe that this is deceptive. The main ingredient in Colgate is carbamide peroxide. Carbamide peroxide is a bleaching agent that is used to whiten different materials. It is hence used in Colgate to brighten the user’s teeth. However, different individuals, especially in Africa where the water consumed are filled with minerals that turn white teeth to brown, do not have the same experience with Colgate. In fact, carbamide peroxide in Colgate only lasts for a small while, and the teeth stop glistening as compared to the time a person used the Colgate. Many have full trust and belief in such products when they see such advertisements. The primary reason for buying Colgate after seeing its advertisement is not healthy gums, but aesthetic purposes-for sparkling white teeth. Unfortunately, using Colgate daily does not guarantee a person such teeth as seen in the advertisements. Therefore, I believe that showing an ad that convinces and guarantees the audience that using their products will guarantee such teeth is deceiving.
To the rest of the class, do you think using Colgate toothpaste guarantees a person having white teeth?
References
Colgate Australia & New Zealand (2019). Colgate Total Antibacterial Fluoride Toothpaste-Be Totally Ready for life. Retrieved from https://www.youtube.com/watch?v=zBHSz8ted_c
