by Bennie The Ball

Created on: May 20, 2007   Last Updated: May 22, 2007

Lets face it. The majority of advertising is deceptive in some way or another. For example, your Big Mac never looks the same as the one in the picture does it? It's usually lopsided with its innards hanging out, but that doesn't stop us buying them. You look at the picture and say to yourself, "Yeah, I'd like one of them", and then the disappointment sets in because the burger never quite comes up to the image in your mind. You know it's never going to be quite the same but you do expect there to be a close resemblance. This may appear to be a petty example of deceptive advertising but it is just the tip of the iceberg, and no matter how petty it seems there is an impact. The advertiser continues to get away with it and we are left feeling vaguely cheated in some way.

There are obviously far more blatantly deceptive adverts to be found in the sea of spam and junk that we all receive on a daily basis, which have a far more reaching impact than the above mentioned Big Mac scenario. You only have to take a look at the weekend papers, or right here in the world of Cyberspace to find quality examples of deceptive advertising. Weight loss pills, cures for baldness, time share apartments, car loans, the list could go on for ever. The trouble with these adverts is that somebody always gets hurt and it's never the Advertiser. Somebody always loses money, but it's never the Advertiser. Some people end up losing their homes, but it's never the Advertiser. Some people end up suffering severe mental trauma, but it's never the Advertiser. Some people even end up dead, but never the Advertiser. The Advertiser is the only person in this pool of misery that walks away with a smiling face and the only impact on his/her life is an expanding bank balance, increased by money that has been taken under false pretenses from vulnerable people and pretentious idiots who should have known better.

The advertiser who uses deception in advertising to acquire money is no better than a mugger or a burglar, and the impact of being taken in by a deceptive advertising campaign can be just as bad as being mugged or burgled. The problem is that we live in a world that revolves around marketing and advertising, a world of greed and materialism that provides more than enough cover to conceal the deceptions and the deceivers that are right under our noses. Most of the time we don't even notice it and the con-men are left free to ply their trade undeterred. In the meantime, we will continue to be deceived from time to time until such time as somebody gets hold of the advertising business and tips it upside down to shake out the chaff. The ultimate impact of deceptive advertising could result in some draconian legislation, perhaps making it illegal to advertise anything at all unless it is done so through a nationally recognized and licensed agency who can be held accountable should any deception be found.

Look beyond the end of your nose, and always read the small print no matter how long you keep somebody waiting for a signature.

Regards...
The Grouch.

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