False Advertising: Can you Trust Advertisement?
Low fat, no fat, sugar free, high in fiber, healthy lifestyle are all hype words used to advertise food products. Individuals have busy hectic lifestyles and want to be able to grab an easy, convenient, tasty food product. They do not have time or are too lazy to read the nutrition label to see what they are ingesting, and to research the claims that companies make about their products. Consumers trust manufacturers to provide truthful information in their advertisements-but that is not always what they receive. “Marketers and consumers engage in a relationship the ultimate purpose of which is the exchange of products for money” (Anker, Sandoe, Kamin, & Kappel, 2011) As a consumer it is easy to believe the slanted or misleading information advertisers use, but need to keep in mind their main objective is influence consumers to purchase their product-not to assist in creating healthy lifestyles or dietary habits. Advertisers betray consumer’s trust by using hype words and health claims to induce a purchase
Advertisers have long influenced consumer’s purchases. It is the job of the advertisers to market the company’s product in the hopes of creating a purchase. They use emotive content in their television, print and radio ads to stimulate the feelings of the viewer. Or they use health claims which may convince a consumer that the product is good for them. There is a range of words that advertisers use to describe food products. Consumers make assumptions when advertisers use these specific words. For example the word “fresh”, consumers typically associate the word with unprocessed ingredients, when in reality the ingredients have gone through heat processes and preservatives have been added to increase the shelf life. (Hastak & Mazis, 2011) Consumers use health halos to help them define what is a healthy product and unhealthy product. “The branding and labeling of food often...
References: Anker,T., Sandoe, P., Kamin, T., & Kappel, K. (2011). Health branding ethics.
Businessweek. (4285) 32-33
Chandon, P., & Wansink, B
Hastak, M., & Mazis, M.B. (2011). Deception by implication: a typology of
truthful but misleading advertising and labeling claims
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