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Become a Smart Consumer

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

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  1. Become a Smart Consumer Buyer Beware! Legal Advertising Practices

  2. 1st Amendment • Advertising is protected by freedom of speech • Government CAN regulate • Ex. Tobacco

  3. Superbowl Advertising Costs

  4. The Whole Truth? • Puffing: advertising based on seller’s opinion, personal taste, or obvious exaggeration

  5. Legal Advertising Techniques • Seeing is Believing- Testimonials of “real people” who tried the product • Claims of Authority- Doctors recommend, scientific studies, test results

  6. 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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