Have you ever watched a television commercial where there are beautiful people on the beach having fun using product “X” and they tease you into thinking that if you bought the product "X", your life would be more like those on the commercial; that suddenly, your life would be transformed? Then you buy the product, but nothing … absolutely nothing happens.
Well, you are not alone … in being duped by a deceptive advertising ploy.
False or deceptive advertising is the blatant use of false or misleading statements in all forms of advertising — radio, television, print and digital. Advertising is easily capable of going beyond informing the public that your product exists to the ability to persuade consumers into transactions that they might otherwise never consider.
This deception in various contexts is illegal in most countries. However, some companies still encourage their advertising branch to find ways to deceive consumers in ways that are not illegal. So, perhaps we should say those instances are not deceptive but rather, persuasive! Here are some of the most common types:
Patriotism: Suggestion that the product proves the customer loves their country.
Snob Appeal: Suggestion that use of product will ensure the customer’s place as part of an elite or luxurious group.
Bribery: Suggestions that the customer will receive more than they paid for.
Have you ever been drawn in over the years to think that your financial strategies could change for the best by moving your investments to a highly recommended fund that shows great rates of return! In my younger and more naive years, I fell for those suggestions. And, sadly, as I talk to many new clients, I hear that they too, have been deceived... or persuaded!
Speaking of rates of return, keep an eye out for an upcoming post! How deceptive they can be!
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