The Art of Deceptive Advertising: Quick Review of False & Misleading Tricks Used In Ads


thumbnailIf you drool over that gleaming pure honey flowing over steamy mashed potato you’ve seen on TV, hold your horses. You’re likely salivating over motor oil and freshly microwaved wet tampon placed behind the potato. These are some of the common techniques used by ad people to make products more visually tantalizing in advertisements. Other tricks include:

– Use of hairspray to make fruits and vegetables appear fresh
– Replacing actual ice cream with mashed potato for a more solid appearance
– Putting antacids to create fizzle in soda

To show the disparity between ads and actual products, our researchers found an infographic that compares the fake shoot and real product of popular food, hotel and fashion brands. Alarmingly, the actual items look a lot different from their ads.

Sometimes the fake out is funny especially in hotels and resorts. For example, an ad shows an infinity pool using a low angle, but in truth, the pool is more like an oversized jacuzzi. You’ll find more hilarious if not annoying hotel ads in the infographic.

You’re also probably familiar with the extensive “photoshopping” of makeup or fashion models until they appear emaciated humans who barely resemble normal beings.

If you think these little trade tricks are harmless or at least irritating because you’ve been had, the American Medical Association thinks they have serious consequences. It believes these ads of unrealistic body images are linked to eating disorders and “other child and adolescent health problems.”

We have regulations that monitor fake advertising in the U.S., but clearly, we need more. In the meantime, big and small companies owe it to the American consumers, the lifeblood of their business, to only show ads that truly represent their product or service.

CHECK OUT THE INFOGRAPHIC TO FIND WHAT OTHER TRICKS ADS USE TO FOOL US:

art-of-deception

Here’s McDonald’s comment on how they take photos of their products and why they differ from the actual food sold in their restaurants:

 

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Raw data that we used:

Category: Featured Articles, Ideas Worth Spreading, Infographics, Reviews

7 Comments »

  • gene says:

    Good stuff and well done really. It’s amazing that 50% still believe in “honest” advertising, especially nowadays

    Some of the worse cases of deceptive and false advertising are in the recruitment area, very well known and very large multinational are involved in advertising that are either false, deceptive or misleading.

    Examples: Saleforces.com (in Europe) advertise the same positions over and over since years. The goal is just to collect resumes, most of the jobs have no real openings (this is illegal of course and hard to prove).

    Google, besides advertising thousands of the same jobs weeks after weeks everywhere from Linkedin to indeed.com, they also mislead their would be applicants.
    To test I applied for a position in Hamburg, Germany with a resume that matched perfectly the job description.
    I was called the next day by a recruiter based in Ireland and after few minutes I was asked if I would consider relocating to Dublin, Ireland. When I legitimately said that the job description clearly stated that the job was based in Hamburg and not Dublin, the discussion suddenly took a very different turn. There was no job offer for Hamburg. The only way they found to attract candidates to Dublin (call center with tax avoidance schemes) was to lie and pretend the job was based elsewhere.

    This is also illegal but again, companies like Google are acting as if they were above the law..

  • zenoelea says:

    This reminds me of the Banksy letter attacking advertisers, which went viral. The letter was arranged to the silhouette of a Coke bottle. Brilliant. Funny, it turns out the letter was fake. To be fair, some of the hotel shots are artistically done and not outright rip-offs. It’s just a matter of finding the best angle.

  • christine says:

    Half of Americans still believe they’ll get the flat abs in a week with that pill or ab machine. Things like these are still rampant in home TV shopping. I must admit these shows can be entertaining, but they do pull some calls still. Nice work here. Let’s make billboards out of this and put them across America!

  • Chip says:

    Lies! Lies! Lies! The advertising industry will do everything it can to satisfy their clients, even if that means presenting materials on print and TV that are very far off from the actual products. I agree with the burger ads. What you see is not exactly what you are getting. It’s plain, straight up false advertisement. Reminds me of a Michael Douglas movie, Falling Down, methinks.

  • Porter Kripke says:

    I believe we are intelligent human beings. Most of us are, anyway. But it really surprises why so many people still fall for TV ads. Diet products that magically shave down the pounds without you working at the gym and dedicating yourself to a strict diet are total BS. Yet I still see people wasting hard earned cash to order ab machines and diet pills. What a waste!

  • Art Cheale says:

    50% of Americans still believe in ads? I find that a shock considering how many information and truths have been uncovered because of the Internet. You need to wake up people! Start asserting your right to the truth! False advertising is false, period. If advertising agencies are not held accountable for their deceptions and people still continue to believe and buy their products, then we are only helping in cultivating and promoting a culture of lies and deceits. Sad but true.

  • Tegan Pyke says:

    Great infographic. It’s unsettling how few consumers underestimate the amount of staging and photoshop that goes into the average advert!

    But is it me or are the photos for the fashion model on the upper right mixed up? She’s definitely missing the top of her pelvis in the ‘reality’ photo.

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