Advertising, Promotion And Brand Management
Television Advertising Disclosures: Consumers Beware
Author : Milan Frankl
Bio : Dr. Milan Frankl, MBA, PhD, is professor of business at University Canada West’s School of Business and adjunct professor of bioinformatics at the University of Victoria. He has managed large-scale systems development projects, conducted numerous IT, telecommunications, and business reengineering strategic plans, and played major roles in key business systems development initiatives. He has considerable experience in strategic management planning, project management, system development, system metrics and evaluation techniques, system feasibility studies, system quality assurance, and human resource planning. He is involved in promoting information technology at the university level (as an academic) as well as at the industry level (as a research associate) in the areas of systems development techniques and knowledge transfer. He published extensively on information technology management, science, and education technology topics.
ISBN : 9781947098107
Publish Date : 2017/9/15
Page Count : 12
Interest in televised advertising has been omnipresent in North American society. Indeed, since the early 1900s, the United States private and public sectors started to scrutinize advertising in all its forms. With the recent advent of over-the-counter drug advertising and health-related claims for food and cosmetic products and services advertisements, the USFDA (United States Food and Drug Administration) and the USFTC (United States Federal Trade Commission) attempted to crackdown misleading advertisements by defining clear and conspicuous criteria advertisers need to abide by. None of the television commercials clips containing some form of information disclosure observed in this study were found to meet all the defined criteria. Furthermore, some commercials used obvious logical fallacies suggesting a form of misleading advertising in their message, which indicates that most advertisers involved in this study attempted to circumvent FTC’s intentions in providing clear and conspicuous consumer information by limiting their efforts to refrain from the use of misleading advertising claims. The research results suggest that the concept of “consumers beware” is still the most important factor viewers need to apply for protection against misleading television advertisements.