When it comes to the advertising industry as a whole, I think what goes through our minds first when the topic is brought up is how deceptive the industry can be. For the most part I think it’s safe to say that we as viewers are sort of gullible, but I think that part of that has to do with the way the advertisers form the advertisement. They appeal to exactly what we as consumers are looking for. I know that when I see an infomercial for a product that in reality I know doesn’t do what it says it does, I still am drawn to it for some reason. Advertisers are good in the manipulation area.
But, here’s where I’m getting with this. According to Straubhar in “Media Now, Understanding Media, Culture and Technology,” the government can only regulate so much when it comes to advertising. The term “puffery” is used to describe extreme claims made in advertisements, such as “the best you can get.” We see this kind of advertising strategy on a daily basis, yet, we believe it! I guess the big question I’m trying to pose is, when should the government be allowed to regulate, and when should they step off? And, if we know it’s false advertising, why do we still accept it?
My example I want to throw out is the advertising for fast food restaurants. In their commercials, they describe their food as if it was made in a five star restaurant, claiming they only use the freshest ingredients. In reality, we all know that that isn’t the truth, because really these places are microwaving a slab of the lowest grade beef possible and throwing it on a bun and calling it a hamburger. Take a look at this Burger King Ad. The advertisement shows much bigger portions, and much more appetizing looking burger then what is actually sold to the customer. We see these kinds of things happen all the time, so why do we still feed into it?
I’d like to say I can answer this for myself, but when I really think about it I’m just as guilty as anyone else out there. My best guess would be because we are so used to not getting exactly what the advertisement promises, we settle because it’s the only thing we know how to do. I know personally I wouldn’t even know how to go about fighting against this kind of false advertisement, which again goes back to, when is it acceptable to regulate? For now, I say the best I can do is definitely not order a whopper from Burger King.
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My dad actually owns 33 burger kings in the area, and I don't appreciate the consumer attack you are publicly launching on your blog. Just Kidding!!!!!! I agree with your post .I will say though that if the government ever tried to step in and claim false advertisement on a fast food restaurant chain. They would have to have some serious homework done!
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