The Image of Advertising Truth: Is Being Truthful Enough?

The Image of Advertising Truth: Is Being Truthful Enough?

Prof. Kottman the author of this article argues that ‘most Factual statement in current advertising is true.

If 99% of all advertising is true, there does not seem to be a serious problem. But can the same be said if 49% of advertising is untrue also, can all advertising be treated as a homogeneous entity; i.e., is more untruthful advertising found in certain media than in others? Indeed, if some media are used primarily for information and others for persuasive purposes, should not one expect that this is the case? This might be an appropriate subject for some empirical research, rather than for unsupported generalizations.

Kottman attempts to convince the reader that advertising is but an innocuous game and an inherent part of our way of life. If it is a game, it seems to be an expensive game, both for the firms which do the advertising and for society as a whole. over 18 billion dollars were spent on advertising in this country.

The statement that the truth of an advertisement can be divorced from the inferences which

individuals read into it is in the author's opinion unsupportable. The inferences made by individuals as to the meaning of advertising messages may be far more important than the actual intent or the objective and denotative messages of such ads. This is clearly the position taken by the Federal Trade Commission which is responsible for overseeing many of the federal laws dealing with advertising and especially with the amended Section 5 of the FTC Act (commonly known as the Wheeler-Lea amendment). Certain landmark cases have indicated that the FTC and the courts take a very broad interpretation of this law's prohibition of "unfair or deceptive acts or practices in commerce."

Thus, it is not necessary for the publications criticized by Kottman to show that consumers

actually did make any inferences of a certain kind. Advertising Age should be commended and not criticized for its stance; this seems to be an example of journalistic responsibility as an enlightened critic of the industry it represents. Adherence to the position suggested by Advertising Age and Consumer Bulletin could save the advertiser much embarrassment, an inefficient allocation of his advertising budget, and a possible date with the Federal Trade Commission and the courts. Advertising is a serious matter, first for the businessman who is seeking an honest, justifiable profit, and second for society as a whole whose freedom of choice is enhanced by honest, forthright advertising.

Guru Shankar 1311468 5BBA C