Download Deceptive Advertising Name: Chen Lai (Tom) Class: ESL 100 D/E

Deceptive
Advertising
Name: Chen Lai (Tom)
Class: ESL 100 D/E
Professor: Chocos
Date: 4/5/2014
Since the evolution of media and communication has been improved, the
advertising can be seen everywhere. However, some of the advertisements are
misleading advertisements, which trap young people and scam them for their money.
Young people can easily believe in misleading advertising because businesses can
precisely appeal to young consumers’ individual buying habits. As a result, deceptive
advertising have many negative effects, not only young people’s finance, but also the
deceptive advertising influences company’s finance public image and their
self-reputation.
“Perhaps mass advertising has reached the point when most consumers simply
ignore most of the ads, and businesses have learned that they can reach consumers
better by appealing to their individual buying habits and other aspects of their lives.”
(104) from the article “The Heritage Of Abundance”, which is the fifth chapter in
“American Ways” written by Maryanne Kearny Datesman, Joann Crandall and
Edware N. Kearny. Businesses also know that many youth have conformity and like
concerned with current fashions, and introduce their products bombastically. So,
many of the young people lose their money on those ads. More specifically, lots of
female teenagers are trying to lose weight, for this purpose, they can do anything for
losing weight. As such, the ads of weight loss ads are appeared everywhere. Similarly
I am sure that there are a lot of advertisements online that promise to make you lose
weight within a certain number of days, girls are seemingly feeling exciting and eager.
However, the real results maybe different, they cost much money but they continue
gain weight. Finally, they will feel angry about being cheated, many of girls was
decoyed out of their money.
It also is necessary to mention that the company themselves will lose their money
as well if caught. If the ads are pulled, the company loses out of the money which
spent to develop those ads. The company need to be charged a fine for their deceptive
and misleading advertising. And if the company is sued, the legal fees and
compensations that must be paid consumers. For example, here is a quote talk about a
herbal tea brand was a deceptive advertising, who needed pay the money. A quote
from China Daily in 2013, “GUANGZHOU - A court in southern China's Guangdong
province has ruled that Jiaduobao Group (JDB), a Hong Kong-based beverage
manufacturer, must compensate Guangzhou Pharmaceutical Holding Limited (GPH)
for false advertising. JDB must pay a total of 10.81 million yuan ($1.78 million) to
GPH, best known for manufacturing Wong Lo Kat herbal tea, and stop using false
slogans, the Guangzhou Municipal Intermediate People's Court said on Friday.”
Jiaduobao paid lots of money for their false ads, they not only lose money, but also
lose their public image and reputation.
Finally, the most important of all is company’s public image. From the deceptive
advertising, a company gives the impression to public shows it is not a trustworthy
company, The company may also get a bad reputation as a deceptive organization,
which means their will be decreased business in the future. If a company loses
reputation, no one will trust it any more, which means this company is hopeless. It is
very hard for a company to regain the reputation. For example, the Siri, a
voice-recognition software. Here is a news from Business, “Apple’s website states
that Siri, the company’s voice-recognition and personal assistant software,
‘understands what you say. And knows what you mean.’ But since its debut, most
reviews of the service would seem to suggest that Siri is tin-eared.” This event
influences the Apple a lot, many people think Apple make a lie, so more and more
people begin to doubt this company. It was very significant for Apple’s company
image.
Actually, I can not understand why so many businesses use deceptive advertising.
They advertise how great their products and services are but they do not deliver their
promise. Thus, the deceptive advertising has a large number of negative effects, not
only for the consumers, but also for the companies themselves. While, the findings of
this paper conclude and confirm that young people should learn to recognize the
deceptive ads, also company need to do their best to produce good quality products,
and make their advertising honestly, stay away from the deceptive advertising.
Works Cited
Datesman Maryanne Kearny. American Ways: An Introduction to American Culture.
4th ed. White Plains, NY: Pearson Education, 2014. Print.
Xin Hua. China Daily (USA): Jiaduobao to pay compensation for false advertising.
Wed, Apr 9, 2014
Michael B. Sauter, Samuel Weigley, Alexander E.M. Hess. HUFF POST BUSSINESS:
America's Most Misleading Product Claims, Posted: 01/26/2013 2:04 pm EST