“Reality is easy, It's deception that's the

hard work”

Truth in Advertising is The Story from The Past

A Presentation on:

By Team Innovators

4/24/2012

TEAM INNOVATORS”

Faisal Hassan 008

Abdullah Saeed 018

Waqas Ikram 037

Uroosa Akhtar 045

Advertising

“Advertising is any paid-for communication overtly intended to inform and/or influence one or more people.”

It can be used to build

brand awareness, long-term brand images increase brand knowledge

Deception in Advertising

Advertising that is simply untrue Illegal and unethical it contains a statement or omits

information that “is likely to mislead consumers

acting reasonably under the circumstances; and is, ‘material’ - that is, important to a consumer's decision to buy or use the product.“

Hidden fees and surcharges:

Incomplete Comparison

Misuse of the word "free"

Undefined terms

Misleading illustrations

Inconsistent comparison

Angel dusting

"No risk"

Bait-and-switch

Critiques of advertising Promote consumerism Create unrealistic expectations Manipulate people (applies knowledge of

psychology) Propagate stereotype ( gender, ethnic) Include offensive messages Glamorize unhealthy products ( tobacco,

alcohol, fatty food) Target vulnerable group ( children, uneducated) Make misleading claims ( implies falsehood

without stating) Present meaningless product difference as

meaningful

PEMRA role for minimizing deceptive advertisements: