Select an ad (pls insert picture) and discuss whether the copywriting approach is ethical.
It is important that the advertiser make sure that they have followed the ethic principles before they publish the advertisement. Most of the issues and
problems are generated from who break the ethic principles. Advertisement above is an advertisement of
Dermitage skin care product. Below is my analysis of copywriting ethic of this
ad.
Using fictitious
character for testimonials
The image of this
ad is very straightforward. Consumer can directly know that this skin care
product is for anti-wrinkle. In this ad, the advertiser had put the comparison
picture inside the ad. But, you can see that the effect of the product on this
woman skin is too exaggerated. The woman is like transform from old to young. From
here, you can confirm that that is just a fictitious character that had edited
to this ad.
Exaggerate claim
The ad had used the
exaggerated headline which is “Less Wrinkles in Minutes”. Advertisers nowadays
only want to show how creative they are and totally ignoring the fact that an
ad should be provided to the consumer. It is common sense that it is impossible
that any skin care product can directly let the wrinkle disappear in minutes.
Normally, consumer need to wait for a few weeks to see the result. This
headline has decreased the credibility of the ad.
Truthful
Presentation
The advertiser
should insert some information that can prove the testimonials, claims and the
comparisons of the image in this ad are true. It is important that all of the descriptions, claims and comparisons which
relate to matters of objectively ascertainable fact should be capable of substantiation.
Written by: Elyza
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i agree with elyza on this one false advertising can lead to dangerous consequences for a company, such as recently release No Mans Sky, a video game that got critical infamy when every feature that was promised wasnt delivered when the game actually got into consumers hand and that the company itself faced multiple lawsuits!
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ReplyDeleteWah yes, from the ads, it makes me think how many chemical ingredients used in the product as the effect will be in minutes after using. I agree that not only the headline but the whole ad could decrease the credibility of the product as it is too impossible to get the effect directly. I think it will be better for them to use another object instead of human's face, the clinique comes up with an egg as its object which i think it is creative and memorable. http://mms.businesswire.com/bwapps/mediaserver/ViewMedia?mgid=325871&vid=4&download=1
DeleteI would not consider this ad a credible one, due to the choices of the words that they have used. 'Less wrinkles within minutes'? Who would believe such an exaggeration like that? It sounds like the kind of descriptions that little kids make it order to impress their friends. The audiences are not children, and they can't be persuaded with such an unrealistic function of the product.
DeleteAgreed with Elyza on the visual used on this ad. This picture is not belivable by consumers out there as there is no such cream on this earth can transform an old women’s skin to a woman in her mid-30’s. I as a consumer, I would not recommend people to buy this product based on the visuals shown.
ReplyDeleteHeadlines should be simple, short, interesting and believable. But based on this headline, it is not practical to put a headline that consumers would not trust.