by asking whether consumers are supposed to ask whether the claims are true. In the case of the Old Spice body wash TV spot, there’s no question. The actor asserts that “anything is possible with Old Spice” as diamonds flow magically from his hands. But no one would buy the product expecting to receive diamonds. They wouldn’t because branding ads are neither true nor false. Like movies, you enjoy them (or you don’t) without worrying about whether it could really happen. Informational ads, on the other hand, derive their power from selling consumers hard facts. When the ad claims the product costs less than similar offerings from rivals, the first question is “really?” When the answer is “no,” the advertising is deceitful.
False claims are claims that directly misrepresent the facts. For example, an ad for Old Spice body wash might claim that it is less expensive per ounce than Axe. However, when you go to the supermarket, the reverse is true. It's possible that the manufacturer's suggested retail price is lower, or that Axe is on sale, but if the ad claims Old Spice is cheaper when it isn't, it's a lie.
Answers & Comments
Answer:
by asking whether consumers are supposed to ask whether the claims are true. In the case of the Old Spice body wash TV spot, there’s no question. The actor asserts that “anything is possible with Old Spice” as diamonds flow magically from his hands. But no one would buy the product expecting to receive diamonds. They wouldn’t because branding ads are neither true nor false. Like movies, you enjoy them (or you don’t) without worrying about whether it could really happen. Informational ads, on the other hand, derive their power from selling consumers hard facts. When the ad claims the product costs less than similar offerings from rivals, the first question is “really?” When the answer is “no,” the advertising is deceitful.
Answer:
False claims are claims that directly misrepresent the facts. For example, an ad for Old Spice body wash might claim that it is less expensive per ounce than Axe. However, when you go to the supermarket, the reverse is true. It's possible that the manufacturer's suggested retail price is lower, or that Axe is on sale, but if the ad claims Old Spice is cheaper when it isn't, it's a lie.