DHQ Lesson 2 – Do you know of any advertising techniques?

What is Quackery Doctor or an advertisement (company) 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?

Who Protects Us From Health Fraud? FDA – Food and Drug Administration  Part of the HHS/ will recall food, medicine, etc that prove harmful BBB – Better Business Bureau  Handles complaints about local merchandise Consumer Advocates  People or groups whose sole purpose is to take on regional, national, and even international consumer issues  Examples: “Consumer Reports” Magazine, professional health organizations, Yelp

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

Food Represents the most lucrative areas of quackery.

Diet Aids Appeals to our need to feel trim and energetic

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 False Image Appeal: Implies that a certain image will go with a certain product.

Advertising Appeals 3 - Bandwagon Appeal: Implies everyone else is using a particular product Humor Appeal: Contains a catchy slogan that gets your attention 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. 7 - Progress Appeal: Emphasizes that a product is new and improved Reward Appeal: Offers a special prize or a gift.

Advertising Appeals 9 - Sex Appeal: A product that hints it will make a person sexy or attractive Testimonial: Technique uses a spokesperson to promote the product.

Advertising Slogan Quiz How many can YOU get?? YOU CANNOT USE YOUR PHONE! – Good luck “Once you pop the fun don’t stop”