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Become a Smart Consumer. Buyer Beware! Legal Advertising Practices. 1 st Amendment. Advertising is protected by freedom of speech Government CAN regulate Ex. Tobacco. Superbowl Advertising Costs. The Whole Truth?.

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Become a smart consumer

Become a Smart Consumer

Buyer Beware!

Legal Advertising Practices


1 st amendment
1st Amendment

  • Advertising is protected by freedom of speech

  • Government CAN regulate

    • Ex. Tobacco


Superbowl advertising costs
Superbowl Advertising Costs


The whole truth
The Whole Truth?

  • Puffing: advertising based on seller’s opinion, personal taste, or obvious exaggeration


Legal advertising techniques
Legal Advertising Techniques

  • Seeing is Believing- Testimonials of “real people” who tried the product

  • Claims of Authority- Doctors recommend, scientific studies, test results


Legal advertising techniques1
Legal Advertising Techniques

  • Association Approach- Use popular ideas or symbols ($, sex appeal, family)

  • Celebrity appeal- Famous athletes, movie stars, etc. endorse the product

  • Bandwagon Approach- “Everyone is doing it”


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