Transcript Quackery
Quackery Lesson (Consumer Health Unit) TSWBAT to analyze if an ad is quackery or not while selling a consumer health product. TSWBAT differentiate between different advertising appeals. 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 emotion, weakness and fear Why protect yourself from quackery? You do not want to waste money on products or services that do not do what they claimed You 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? Is it sold by telephone, door to door, or mail order? Is it promoted by little-known person or group? Is it serviced through infomercials? Are there testimonials? Popular Types of Fraud Products Beauty Aids Play on peoples fear of getting old, fat, and promise youth, beauty and sex appeal forever. Wrinkles, Baldness, Weight Loss Diet Aids Appeals to our need to feel trim and energetic Food Represents the most lucrative areas of quackery. Fraudulent Devices Devices that are promoted to cure ailments What influences you to make a purchase? 5 Factors That Influence YOUR Decisions Price Convenience Family/Friends Quality ADVERTISING Top 10 Advertising Appeals 1 - Brand Loyalty: Convincing the consumer that one brand is better then another. http://www.youtube.com/watch?v=dBxcunGc_nA 2 - False Image Appeal: Implies that a certain image will go with a certain product. http://www.youtube.com Advertising Appeals 3 - Bandwagon Appeal: Implies everyone else is using particular product. http://www.youtube.com/watch?v=5x0IVSKbkCk 4 - Humor Appeal: Contains a catchy slogan that gets your attention. 5 - Glittering Generality: Has a claim that is exaggerated to appeal to an emotion. Advertising Appeals 6 - Scientific Evidence: Includes results of surveys and lab results. http://www.youtube.com/watch?v=xbsSeVr5NSI 7 - Progress Appeal: Emphasizes that a product is new and improved. http://www.youtube.com/watch?v=dwEUBcQDAJE 8 - Reward Appeal: Offers a special prize or a gift. http://www.youtube.com/watch?v=a2Cyvt7KD-A Advertising Appeals 9 - Sex Appeal: A product that hints it will make a person sexy or attractive. http://www.youtube.com/watch?v=fT6IWAIf580 10 - Testimonial: Technique uses a spokesperson to promote the product. Can you figure this out??!!