Often people think of deceptive advertising in big ticket items that cost a ton of money.

Actually, the more blatant examples of deceptive advertising can involve more common products. Like the hamburger for instance. How often have you seen those T.V. ads or bill boards illustrating 'burgers' several inches tall, piled high with thick, juicy patties of beef, cheese, pickles and mouth watering slices of crisp tomatoes?

It's just so frustrating when you go to buy one of those culinary masterpieces only to have some uninterested, bored, and unsmiling fast food worker pass you a burger with an old dry bun, wilted lettuce and a sorry looking pre-frozen hamburger patty. This must be especially disheartening for young people who see these ads only to find that it is basically a lie just to get their money. What must they think of the world they are growing up in? Where everything seems to be smoke, mirrors, and half-truths geared towards stripping them of their hard earned cash?

Just imagine how much damage and heartache the deceptive cigarette advertising of the past caused people who were taken in by the image of being cool and sophisticated. The macho image of the Marlborough man comes to mind. As does the image of actor Alan Ladd claiming how Camel cigarettes were 'mild' and 'flavorful' pack after pack.

My favorite however is the 1968 Life Magazine ad where Mr.and Mrs. average American are building a snowman and each have a cigarette burning in their gloved hands as the snowflakes flutter down. "It's not how long you make it," he says. "It's HOW you make it long!" she responds. NEW WINSTON SUPER KINGS!

I guess even the snowman was fair game. Is nothing sacred?

I wonder how many thousands of people were taken in by the image of the sophisticated, worldly smoker?

I also wonder how many of them later died from the ravages of cancer in one form or another? That was the heavy price they ended up paying for falling for some of the most deceptive advertising campaigns ever.

It seems that advertisers know just what buttons to push. Research has shown them what most people want. People want to feel good. They want to be perceived as cool and 'with it' by the people around them. They want the best of everything. They want that 'perfect' hamburger, car, or cup of coffee.

More than anything, they want to believe that what an advertiser claims is the complete truth. That in an nutshell is why, against their better judgment, they continually believe the ads they see or hear.

What makes a company great, is when they deliver just what their ad proclaims. They build consumer confidence and their product becomes famous and loved where ever it can be found.

Like Coke for instance.

Even back in the 1960's Coke ads claimed how their product was 'refreshing' and had 'a special zing and a crisp taste.'

Well, it was all true and that's what made Coke the company it is today. A truthful advertising campaign that was not meant to deceive, but rather to let people know how truly great their product really was.

It's a lesson many of today's internet con artists of the advertising game should take heed of.

Don't tell gullible and easily fooled people how they can earn $5000 a week when it's a blatant lie.

Try being truthful and tell them there is a good chance they could earn an extra $200 a month, and you might just have more success promoting your product.

Learn more about this author, Ray Fauteux.
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