Advertising takes money, whether purchased through an online advertising service, print ads in a newspaper or commercials on radio and TV. Designing the ads and the copy costs money, as well. On the high end, companies spend up to $2.6 million for a 30-second commercial during the Super Bowl. While the positive impact of advertising is bringing in sales dollars, the negative impact is felt by those who are the target of the advertising. Misrepresentation
Advertising aims to present a product in the best light possible. There is some leeway in the creative process. As the Gecko in the Geiko ads says, "That's just a dramatization, of course," referring to the idea that if you ask Geiko representatives for an English muffin, they'll serve one up toasted with butter and jam. The problem arises when the dramatization crosses the line into falsely representing a product. Hefty fines can result from false advertising when levied by the Federal Trade Commission. Unrealistic Expectations
Direct-to-consumer advertising for prescription drugs has resulted in unrealistic expectations about the effectiveness of drugs and their side-effects, according to the Food and Drug Administration's study "Patient and Physician Attitudes and Behaviors Associated With DTC Promotion of Prescription Drug." Voice-overs give the downside to the drug, but the visual images show healthy, happy people. It's not unusual to hear that even death may be a side-effect of a prescription drug. Beauty and health products may also not live up to their promises, resulting in wasted consumer dollars. Disclaimers are often hidden in very small print on product packaging and in out-of-the way spots in ads. False Images
Advertising is ingrained in American culture, from children's programs on Saturday morning to talk shows and prime time TV. Advertising even invades movies through product placement. It's not an accident when a movie hero holds up a can of Coke instead of Pepsi. Advertising influences...
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