What are

Advertisements?
PUFFERY
Advertising or sales presentation relying on exaggerations,
opinions, and superlatives, with little or no credible
evidence to support its vague claims for products and services.

Puffery may be tolerated to an extent so long as it does not

amount to misrepresentation (false claim of
possessing certain positive attributes or of not
possessing certain negative attributes).
 Here are some
samples of the appeal
Techniques:
This advertising usually
uses funny songs or
jingles, slogans, or
illustrations to catch the
customer’s attention
Well-known people and
celebrities are chosen as
product endorsers
This kind of advertisement
says that everyone is using
the product, so be among
the majority
Information having the
semblance of a scientific fact is
used to describe the product in
this kind of advertisement.
Doctors, dentists, or medical
technologists are used as product
endorsers
In this kind of advertisement, it
claims that if the consumer will
buy and use the product, he/she
will be one of the very few who
have purchased a high-quality
product
This advertisement
promises a better and more
successful life for those
who will use such product
This advertising uses
prizes and bonuses for
product buyers
 Print
Media Public Direct
Advertising Service
Advertising
Order

Audio-Visual Covert
Name- Demonizing
the Media Advertising Advertising Flag- Outdoor
waving Advertising
calling Enemy

Black and White Card

Fallacy Stacking Performance-
based
Corporate Advertising
Plain
Advertising Folks

Emotional Interactive
Dis-
Words
Labeling
Email
Advertising
Glittering information
Advertising

Generalities
Half
Euphoria Internet Truth
Advertising
Audio-Visual
Media Advertising

Advertisers use audio and visual

media to promote their products.
This is the most commonly used
to influence the masses.
Ex. TV
Commercials, commercial
s on movies, ads on radio
Black and White
Audio-Visual
Fallacy
Media Advertising

Only two choices are presented

before the audience, compelling
them to buy the product. There
are two opposite choices given to
the audience.
Ex. “the elite uses xyz
product”
GUIDELINES
 GUIDELINES
1. Identify which products and
services will be beneficial,
harmful, or useless
 GUIDELINES
2. Know the local laws and
regulations that protect
consumers
 GUIDELINES
3. Locate reliable
medical, dental, and nursing
services
 GUIDELINES
4. Apply knowledge acquired
with respect to personal and
environmental health in the
purchase of personal goods
and services
 additionalguidelines

Buy only medicines

prescribed by
physicians
 additionalguidelines

Get prescriptions
only from physicians
 additionalguidelines

Buy products that have

passed the standards set by
the Department of Trade and
Industry and its agency, the
Bureau of Food and Drugs
 additionalguidelines

Do not buy medical

products and
apparatuses from fake
doctors
 additionalguidelines

Do not be swayed by
propaganda
advertisements
 additionalguidelines

Report deceitful health

practices to authorities
 additionalguidelines

Read the labels of

processed, bottled and
canned goods, and look
for the nutritional values
and expiration dates
Francis Cabredo