Jaclyn Christensen

3/18/15
VETE 4282
Advertising Assignment

The advertisement being presented adheres to the guidelines of the American Veterinary
Medical Association (AVMA) Principles of Ethics. The information being presented within this
advertisement is not misleading to the audience and presents only factual information regarding
the services offered by the advertised clinic. The information being presented within the
advertisement is clearly presented so that there is no false impression created. The advertisement
lists the name of the clinic, the veterinarians present at the clinic, the contact information, and the
various services that are performed by the clinic. Additionally, the advertisement encourages the

audience to schedule an appointment and utilizes an appealing image of a cat and a dog.
Assuming that the clinic treats both dogs and cats as well as offers the services listed, then the
advertisement should not be considered false or deceptive. The advertisement does not use the
AVMA logo, which may only be used with written permission from the AVMA. The image
advertises the use of a laser for declaw procedures, which may only be done if the clinic is a user
of the product. Assuming the clinic does in fact utilize laser surgery for declaws, then this
statement adheres to the AVMA guidelines. Additionally, it is assumed by the advertisement that
the clinic offers vaccines at a lower rate than the traditional cost. There are no testimonials or
endorsements mentioned in the advertisement, thus there are no guideline violations related to
that section of the advertising guidelines. Overall, the advertisement being shown meets the
requirements presented by the AVMA related to advertising.