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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
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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