Providing a basic overview of issues related to advertising and the consumer, this digest discusses the omnipresence of advertisements, suggesting ways for consumers to recognize advertising appeals. Deceptive advertising is discussed, with particular attention paid to financial advertising. (RS)

In order to determine the evidence upon which the Federal Trade Commission decides that an advertisement or other sales representation has the capacity or tendency to deceive, a census was conducted of the 3,337 cases in which such decisions have been made from 1916 through 1973. Findings showed that, of 22 categories of evidence, the three most…

Two levels of vividness and three levels of motivation were measured in reactions to product label warnings. Vivid product warnings proved to be an effective tool to communicate the hazards associated with product use. (JOW)

This guidebook cautions the potential vocational school student about the possibilities of false claims, poor training, and unreliable job promises from commercial trade, technical business, and correspondence schools. It points out what sort of things to look for and which claims to take seriously. Defenses against an aggressive sales pitch are…

This brief, annotated bibliography consists of selected references to publications which focus on consumer protection of children. The publications include those published from 1973 onwards by the International Organization of Consumers Unions (IOCU) and IOCU member organizations. Contents of the bibliography are related to five categories of…

Several classroom activities designed to examine the persuasive techniques used in consumer advertising are outlined. (DE)

Assesses the magnitude and incidence of experimentally determined deceptive advertising decisions in supermarket advertisements. Shows that many reduced-priced items are displayed less prominently, lessening a consumer's ability to show economically. (RL)

Although courts and legislators usually set legal standards that correspond to empirical knowledge of human behavior, recent developments in behavioral psychology have led courts to appreciate the limits and errors in consumer decision making. "Reasonable consumer" standards that are congruent with cognitive reality should be developed.…

Self-contained units of study on advertising will help secondary students to critically analyze the utility, completeness, and accuracy of various sources of product information. In the first of five units, students are asked to think about the many benefits consumers and producers derive from advertising. The second unit makes students aware that…

This report of the second hearing on the Smoking Prevention Education Act focuses on advertising practices of the tobacco industry; the first hearing dealt with health related issues. The report includes testimony of three panels of witnesses who discussed the effectiveness of European programs in cigarette labeling and consumer education, the…

Designed for intermediate and junior high level students, the handbook gives 11 lessons using newspaper activities for teaching consumer education. The activities help students (1) define consumer education terms and distinguish between wants and needs; (2) define the term "caveat emptor" and understand the concept of consumer…

Puffery refers to advertising statements which are not illegal, though they cannot be proven to be true. By legal definition, puffery is advertising or other sales representations which praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts. This book examines the…

This paper describes lessons for teaching middle and high school students how to determine if they are influenced by the power of advertising and how to evaluate a product's health claims. To determine the influence of advertising, teachers have high school students discuss what their latest health product/service purchase was, why they bought it,…

Designed for the general public and possibly suitable also for high school economics students, this pamphlet discusses the Consumer Leasing Act. The act requires leasing companies to inform consumers of the costs and terms of their contracts, limits any extra payments at the end of a lease, and regulates lease advertising. The pamphlet focuses on…

This instructional handbook is one of series of ten packets designed to form a comprehensive course in nutrition for secondary students. This unit uses advertisements for products low in cholesterol as a link to a discussion of the nutrient, fat. It contains a page of teaching suggestions, a pre-test for the students, and factual nutrition…