we All know that advertising is intended to deceive us. No one in their right mind would believe that changing toothpaste will make your smile more attractive. However, the advertisers use various tricks to force us to believe statements that we already take for granted.
Below we will discuss the advertising tricks, which deceive consumers.
the Use of questionable descriptions
in order to force customers to pay attention to the product, advertisers use words-descriptions that do not always reflect reality.
So, the words “light” and “low fat”, it would seem, have a completely meaningful value. However, studies show that often the level of fat or calories in such products may still be quite high, despite the attractive name. Sometimes the amount of calories in such products are indeed lower than usual, but the difference is very insignificant.
the Problem is that advertisers actually change the lexical meaning of the word, using it in order to attract the attention of buyers.
the same applies to words like “premium” and “high quality.”
Deception with numbers
Many are familiar with the phenomenon of selectively quoting. That is why phrases like “97% of women choose Dove deodorant” is an obvious lie.
However, the deception with numbers captured the advertising industry.
as an example be the situation with fish oil. A few years ago, a pharmaceutical company happily announced that studies have proven that fish oil helps children to focus. They brought serious data, statistics and research results. It seemed that they can’t lie.
it Turned out that can.
the fact that the data was drawn from small studies of omega-3, not fish oil. Moreover, the study of fish oil has shown that he does not haveAET no effect on concentration in children. Nonetheless, sales of fish oil rose sharply after an advertisement.
the Use of authoritative opinion
Many of us understand that they can’t know everything. That is why we turn to experts because they can give us the necessary knowledge in any narrow areas where our own knowledge is not enough.
This is logical, except that many experts are liars.
last year, the pharmaceutical company Pfizer was forced to pay a fine in the amount of $ 60 million, when it became clear that the company’s employees bribed doctors to recommend patients products produced by a pharmaceutical giant.
the Situation led to a scandal, but it happens everywhere, only on a smaller scale.
Beautiful photo vs. reality
of course, You noticed that all the pictures that are used in advertising, very beautiful. If it is food, it is photographed so that one glance at this photo, the buyer causes a desire to try it.
However, in reality it often turns out that the advertised product is not as appetizing as the photo.
overall, companies are required to use real food in the ad photos. But nobody forbids them to process food so that she seemed more appetizing.
Glue, oil, even Shoe Polish are used to make “makeup” for the photo shoot of food.
using the fears of consumers
When there was the SARS epidemic, people were scared. They were buying large quantities of antiseptics for hands, being sure that it will protect them from contamination.
What was the reason for this behavior? Companies like Lysol and Kleenex in advertising their goods hinted that their use will help to defend against infection.
And this happens all the time. The creators of the riversllamas like to appeal to our fears, to offer a solution to the problem.
Experts point out that the whole of homeopathy is based on unproven data. However, this does not prevent the customers to buy the products and believe in their effectiveness.
manipulation of the concept of quality
I Think it is clear that if one product performs its function better than another (for example, smells better or taste better), then it automatically means that he is more high quality.
However, it is not so.
the Creators of advertisements are often manipulated by the concept of quality.
As recent surveys have shown, people tend to believe that the wine is of higher quality just because it is expensive.
this is why brands create packaging, advertising, set prices so that products associated with high quality.
the Imposition brands
Even those people who are well aware that high price does not always mean high quality, can remain faithful to certain brands.
Often, the person chooses a more expensive product of a famous brand, based on the belief that brands provide higher quality.
Although experts believe that it is not.
the Choice of goods associated with the lifestyle.
When advertising a product or product creators advertising often go for generalizations, declaring that everyone who buys a particular product, conduct a certain style of life.
This creates the illusion that if you want to change your lifestyle, change something in yourself or in your environment, you need only to buy the advertised product or product.
Equating purchases to happiness
In the culture of consumption, shopping equates to happiness, as happiness can only be associated with the acquisition of new things. And a big role in this played the way the creators of advertising have positioned the very fact of making a purchase, no matter what.
the creators of the ads carefully build the image of SchAttleboro the buyer, as it is profitable to make people believe that the fact of buying brings happiness. Otherwise, the whole culture of consumption, which is based on the Commission of unnecessary purchases, go to the bottom.