Identifying the Deceptive Advertising: The Behavioral Trend
As a result of criticisms of the legal passage of identifying deceptive advertising, and also criticisms raised against the legislations of monitoring ads, and the prohibition of deceptive advertisements, researchers tried to introduce a definition of deceptive advertising focused on the behavioral aspects or cognitive processes through which the advertising message is received following is an elaboration and a discussion of those contributions: Howard & Herbert defined the deceptive advertising as that case which arises when the ad contains a group of symbols that have different interpretations from the consumers and that one of those interpretations is false (Gardner,D, 1975). It is clear that this definition has determined one aspect of the ad deception, which is the consideration that one of the symbols might be false, while the deceptive advertising is not resulting only from symbols. For that, the definition didn’t include all possible sources of deception. Aaker (1974) tried to introduce a definition of the deceptive advertising which includes the cognitive processes through which the ad message is received. For that reason, he saw that deception takes place when the ad enters into the consumer’s cognitive process leading for a product of those cognitive processes characterized as being: 1. Different than the fact of the matter.
2. Influencing the purchasing behavior, that leads to harming the consumer.
This is considered the first definition which includes the cognitive processes, but it didn’t identify the components of the cognitive process. The definition didn’t also, identify sources and characteristics of the deceptive claims mentioned in the ad, or the so-called deceptive action. The definition didn’t treat the deceptive advertising as a case which might lead to harm the consumer, but it determined the actual harm as a condition of the deceptive advertising. ...
Please join StudyMode to read the full document