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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