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25.2 VULNERABLE YOUNG PEOPLE TARGETED BY ADVERTISERS; CONSUMER CULTURE ARTICLES, FROM SAVVY-DISCOUNTS.com

In a recent US Senate hearing, a media expert testified that TV advertisers target younger consumers, now considered the prize group for merchandisers. Young people are more vulnerable and more easily influenced with ads. The programs, that these advertisers use to attract young viewers, are often very violent.

25.2.1 BUYER BEWARE

The advertisement for my prescription allergy medicine shows happy people frolicking outdoors, finally free of the restrictions of allergies.

However the warning on the prescription bottle tells a different story. It says,"Avoid prolonged or excessive exposure to direct sunlight while taking this medication." In other words the allergy medicine has restrictions of its own that prevent me from frolicking outdoors.

25.2.2 BOGUS ADVERTISING WORDS

The following words and phrases sound good but have no real legal meaning: special, unusual, extraordinary, special value or purchase, special buy, value pack, priced right, large economy size.

For example, I've seen a large economy "value pack" that costs more than the smaller size (per ounce).

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25.2.3 MANIPULATIVE ADVERTISING WORDS

Advertisers like to use words that get your attention and appeal to your sense of worth.

I keep seeing these phrases repeated in various adds:

"It (the product) works as hard as you do."

Or "You work hard so you deserve ... (fill in the blank)."

25.2.4 BUSINESS UNWILLING TO ADMIT ITS ERROR

Recently I received an email from an Internet provider. The note said, "Your credit card has been declined. Please contact us immediately or we will suspend your service." Since I knew there was nothing wrong with the card, I was a bit surprised. It turned out that the provider had a computer system crash and lost the expiration dates for all the credit cards it had on file. In short the business had caused the error and not me. It would have been much more honest to simply state this in the email.

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