quackery lesson (consumer health unit) tswbat to analyze if an consumer health product advertisement...
TRANSCRIPT
Quackery Lesson (Consumer Health Unit)
TSWBAT to analyze if an consumer health product advertisement is quackery or not .
TSWBAT differentiate between different advertising appeals.
What advertising used to look like
Flintstones cigarette commercial
Old PSA commercial
What is a Quackery
Doctor or advertisement that makes false claims
Health Fraud Advertising, promotion, and sales of products and
services that have not been scientifically proven safe and effective
How it works
Plays on human emotionWeakness and Fear
Why protect yourself from quackery?
$$$$$ Do not want to waste money on products or services that do not do what they claimed
Do not want to use harmful products
You don’t want to delay valuable medical treatment
How to uncover health fraud
Is there a promise of a cure for a condition, which currently has no cure
Quick/Painless Results
Does it claim to work by some secret formula
Sold by telephone, door to door, mail order
Promoted by little-known person or group
Serviced through infomercials
TESTIMONIALS
Popular Types of Fraud Products
Beauty AidsPlay on peoples
fear of getting old, fat, and promise youth, beauty and sex appeal forever
BaldnessWrinkles
Diet Aids
Food
Represents the most lucrative areas of quackery. Waste of money and unhealthy
Fraudulent Devices
Devices that are promoted to cure ailments or make false claims
Advertisements
5 Factors That Influence YOUR Decisions
Price: brand names cost more, usually well advertised.
Convenience: Pay more for convenience. When we are in a hurry to save time we buy
Family/FriendsQuality
ADVERTISING
Top 10 Advertising Appeals
1 - Brand Loyalty: Convince person that one brand is better then another
2 - False Image Appeal: Implies that certain image will go with certain product
3 - Bandwagon Appeal: Implies everyone else is using particular product
4 - Humor Appeal: Contains catchy slogan or funny act that gets your attention
5 - Glittering Generality: Has claim that is exaggerated to appeal to an emotion
6 - Scientific Evidence: Includes results of surveys and lab results
7 - Progress Appeal: Emphasizes that a product is new and improved
8 - Reward Appeal: Offers special prize or gift
9 - Sex Appeal: A product that hints it will make a person sexy or attractive
10 - Testimonial: Technique uses a spokesperson to promote the product
How to Evaluate an Ad.
What is being advertised?Who is their target audience?What techniques are being used to
attract my attention?What emotions did this product/ad tap?What does the advertiser want me to
believe?What do I know to be a fact?
Appeal Commercials
Watch the following 11 commercials.
On your worksheet, choose to analyze three of the ten commercials to respond to. Please answer ALL of the questions on each commercial.
This worksheet will be handed in for class credit at the end of class.
Commercial #8
Hawaii Chair
Hawaii chair on Ellen
Commercial #9
Snickers
Commercial #11
Axe Body Spray
