1117
As advertising deceives buyers
In advertising and on packages of different kinds of products provides countless information that is either half-truths, or half-lie.
Consumers do not agree reported redundant facts wrapped simple information into a beautiful shell. And all this with the sole purpose - to make believe that this product is unique and will solve all the pressing human problems in an instant. All of these "no cholesterol," "Cashmere with proteins" and "contains bacteria L.Casei Imutitass» - is a drug for the most common products sector, FMCG, the cycle of use of which is very small. Doping, which is artificial, but it successfully increases their ability to quickly and easily disperse from the shelves in the supermarkets; It creates the illusion of uniqueness.
Curiously, these advertising gimmicks quite legally - that is legally impossible to find fault with the wording.
Tested / Approved / Recommended
Russian Dental Association recommends gum, Association of Dermatologists approve creams, and the Union of pediatricians of Russia marked almost every children's brands. Even LG refrigerators tested "Clinical Institute of Nutrition" and recommended "the National Association of Dietitians and Nutritionists».
So fashionable today recommendation system - only the advertising technologies to cause consumer confidence. The calculation is clear: among the more or less similar goods consumer will choose the one whose utility supported by the authority of state institutions. However, research institutes, subscribe to brands, this is just a way to make money. The cost of such approvals, the estimated publication "Evening Petersburg", depending on the status of the organization and participation in the campaign range from 10,000 (if, for example, advertisers from the laboratory need only print on paper) to 100 thousand dollars (if there is an agreement on long-term partnership).
Where and where no nano nano
In the wake of the boom state PR nanotechnology prefix "nano" in advertising will soon surpass the popularity words such as "Heads", "peace" and "elite": nanocapsules slimming, shoe polish based on nanotechnology, nanokosmetika and a washing machine Samsung silver nano . In Russia, even pootkryvali nanoavtomoyki that offer protection "Nanocoatings" on the body after the car wash.
Needless to say that all of these products and the companies have no relation to the state corporation "Nanotechnologies" and nanotechnology. But to attract brand owners accountable for the use of the prefix "nano" is almost impossible, because a clear understanding of nanotechnology is not even in the scientific community.
Innovative
The modern advertising is the buzzword everywhere - from innovation in hair color, to the innovative formula of anti-aging cosmetics and innovative technologies for the production of meat products. This does not necessarily mean there is some revolutionary discovery or innovation. So today advertised innovative hair dye L'Oreal, Schwarzkopf and other brands - it appeared a few years ago, ammonia-free color.
Another example. Amazing in its absurdity advertising cream - here you and innovation, and nanoparticles, and Anglicisms for greater importance: "Enhanced LEOREX innovative formula provides a unique physical action on the upper layers of the skin. The self-organizing network structure of the silica nanoparticles and the hydrophilic matrix glycosaminoglycans actively straightens the wrinkles zone and prolongs the process of rejuvenation ».
Eco / Bio / non-GMO
The number of fans of organic products in the world is growing every day, and advertisers immediately picked up the trend and used the desire of people to buy environmentally-friendly products, placing the prefix "eco", "bio" and "non-GMO" on all the products in a row.
In the European Union, America and some other countries have laws on common standards for the production of products labeled "organic." In Russia, Ukraine and Belarus are no such standards. Accordingly dies "does not contain GMOs" can be found even in the salt. Do not tell where the salt soda and water genes?
The tricky math
Mathematics in verbal vestments wildly mysterious.
For example, in "El Dorado" was a loud campaign "discounts - up to 80%", however the attentive buyer learned that the discount applies only to mouse pads and similar cheap and little interesting products.
Such a mathematical trick used in advertising batteries Duracell - «work up to 10 times more." If you think about it, this wording does not imply that the brand batteries up to 10 times longer than usual - by a straightforward substitution of the preposition a feeling of durability branded batteries.
Sometimes he used a trick - the advertising banner is written in large letters "70% discount *" at the bottom of the banner gives clarification in small letters: "Discounts up to 70% of the goods».
Sunflower oil is cholesterol-free
A special mark on bottles with sunflower oil - "no cholesterol" - is to encourage citizens who are concerned about this issue, it is to buy oil. Not everyone knows that cholesterol is not and can not be in any bottle of vegetable oil of any brand. Cholesterol - a natural fatty alcohol, which is strictly contained in animal organisms. And write on the bottle of oil, "no cholesterol," is like writing "no bread" - it's not there and so. Vitamin E, which also appears in the communication as a competitive advantage, by contrast, is an integral part of sunflower oil.
Effective treatment of dysbiosis
Not long ago, the most serious problems of Russians - dandruff, sweaty armpits and bacteria for a toilet bowl rim - Add another: goiter. This disease makes life all without exception, but there are magical means to restore the intestinal flora. In addition to yogurt, which will be discussed separately, goiter treated many medicines.
For example, in advertising funds directly Linex reported that a "modern weapon against dysbiosis" and the audience clearly show how cleverly Linex zalatyvaet gaps in the "bacterial shell" of the intestine. And here are three facts:
1. Diseases "dysbiosis" does not exist. This diagnosis is not listed in the International Classification of Diseases, and not a normative document, the Ministry of Health, "The standards of diagnosis and treatment of diseases of the digestive system." Symptoms term called "dysbacteriosis" occur within very different diseases and syndromes. A cure is known, need not the symptoms and causes.
2. In modern medicine, in which the methodology adopted by the evidence, all of these tools are "drugs with unproven efficacy." That is, they have not been installed or the rules of studies, or did not even try to pass them.
3. Probiotics and bacteriophages, in most cases, or do not reach the intestine to digest in the stomach, or rejected by the body as foreign.
Immune reconstitution
The problem of low immunity, also heightened humanity in recent years, too, treated the producers of dairy products and medicines. The first claim in the advertisement that the immunity of the person found in his digestive tract, and the second sold without proven efficacy of Echinacea purpurea extract, besides bacterial lysates, flavoring it with vitamins.
Imunele
Advertising reads "Special Complex lactobacilli, strengthening the immune system, help the health to be in good shape." Reducing L. in the name of "special" stands for bacteria Lactobacillus - ie conventional lactobacillus. Casei and Rhamnosus - kind of Lactobacillus species and subspecies, respectively. Both have a wonderful culture in the human body and in the vast majority of dairy products. Last - Rhamnosus - most commonly used as a preservative in yogurt to prevent unwanted changes in chemical composition, and not for ours with you immunity.
Arbidol
In advertising immunomodulator "Arbidol" a man in a white robe confidently and firmly convinced of television viewers need to start taking the drug at the first sign of the disease, saying at the same passphrase "Arbidol can help speed recovery." Or maybe, as you know, and do not help. And, mind you, it may even help not cure, but only speed up recovery. " Needless to say that the drug has a clinically proven efficacy.
Magic yogurt
If you set aside milk products, concrete promise immunity, among the yogurt there is a lot of magic bullet, although the composition at all about identical.
According to our Federal Law of June 12, 2008 N 88-FZ "Technical regulations on milk and dairy products," yogurt in our country can only be called fermented milk product with a high content of fat dairy solids produced using a mixture of starter microorganisms - thermophilic lactic streptococci and Bulgarian lactic bacillus, they also Str. thermophylus and Lactobacterium bulgaricum. Plus, fruits and berries, and their substitutes.
Danakor
Information from Danone: «Clinical studies have proven that the use of 1 bottle Danakor a day for 3 weeks helps lower blood cholesterol levels by 10%. Continued daily use 1 bottle Danakor a day helps keep cholesterol at a reduced level. It contains a plant component "fitonaturalis" (phytosterol), which partially blocks the absorption of "bad" cholesterol ».
Fitonaturalis - is, of course, the name coined from a purely advertising purposes. All his letters it emphasizes the natural origin of the component and its importance for health. Fair to say that the actual phytosterol (more correctly - phytosterol) really helps to slightly lower the level of cholesterol, since it is not absorbed by the body, but reacts with a related cholesterol and flushes it from the body. In industrial applications is extracted from soybean, contains a much more impressive than Danakore, amounts in nuts and seeds.
In advertising, the product of this, of course, not a word, but there is an element of intimidation delicate "drink and not get sick" - when the viewer shows the middle-aged and elderly people, scares the level of cholesterol in their bodies.
Activia
Ostensibly a unique bacterium ActiRegularis, which, according to the assurances of the manufacturer, is able to survive in the acidic environment of the stomach, and therefore to apply the benefit in the human gut, is actually a normal Bifidobacterium animalis - live bifidobacteria contained in the bodies of almost all mammals, including humans. ActiRegularis - this, according to an ancient tradition marketologicheskoy just beautiful brand name of one of the strains of this bacterium. Bifidobacterium animalis ability to survive in the acidic environment of the stomach and intestines are not rejected in the research confirmed only Danone's and other companies producing products with this bacterium.
Rastishka
Dairy products under the trademark "Rastishka" advance in breast masses under the slogan "Grow to health." The active growth of the child shall provide the high content of calcium and vitamin D production. The packaging Rastishka indicated that 100 grams contains 180 mg of calcium, which is 20-30% of the daily physiological needs of the child. As well as 10.4 grams of sucrose, that is, two teaspoons of sugar is less than half a glass. For comparison - in milk no sugar at all, and calcium - 120 mg per 100 g of product.
Beauty requires victims marketing
Frenzied competition forces to invent new tools with dazzling names and even more gorgeous components aimed at the creation and retention of female beauty. Sometimes you can not invent but only to rearrange words in some places. For example, in the case of paint Garnier Color Naturals pereinachili marketers just "olive oil" in the "olive oil". And beautiful, and the thought of a salad on the head causes.
Popular Today cashmere extract, which, judging by the ads, added almost every second shampoo - is banal lanolin, ie wax obtained by washing sheep's wool. But lanolin - it's old, it is not fashionable, not expensive and exquisite. So many calls by the side and rear marketers, it was decided to name the substance extract - so intelligent, and he called cashmere coat - beautiful and expensive. And that cashmere - this is strictly fluff strictly Himalayan mountain goat is not so important. Important as it sounds.
Many in the market of cosmetics and other unique additions: extracts of pearls, amber, rock crystal and diamonds even microparticles. If for a moment imagine that using chemical acids and creepy yet somehow you can get some organic substances from minerals, which is what pearls and amber, how and what can be obtained from the pure silica? And what effect will be if to wash your hair with shampoo with a pinch of diamond dust for the whole bottle?
Or remember that - "Ordinary shampoos 80 percent water. Shampoo "Clean Line" by 80 percent consists of broth of herbs. " Needless to say that any herbal decoction for 99% of the water?
A funny story with NIVEA Silver Protect «with the molecules of silver." Marketing the product comes up with exactly this wording (reference molecules still have on the official website), but it turned out that there is simply no silver molecules - he either atoms or ions. Advertising was changed to "silver ions". But the sense of something remains the same.
What other ways of cheating customers met you?
Source: live-imho.livejournal.com
Consumers do not agree reported redundant facts wrapped simple information into a beautiful shell. And all this with the sole purpose - to make believe that this product is unique and will solve all the pressing human problems in an instant. All of these "no cholesterol," "Cashmere with proteins" and "contains bacteria L.Casei Imutitass» - is a drug for the most common products sector, FMCG, the cycle of use of which is very small. Doping, which is artificial, but it successfully increases their ability to quickly and easily disperse from the shelves in the supermarkets; It creates the illusion of uniqueness.
Curiously, these advertising gimmicks quite legally - that is legally impossible to find fault with the wording.
Tested / Approved / Recommended
Russian Dental Association recommends gum, Association of Dermatologists approve creams, and the Union of pediatricians of Russia marked almost every children's brands. Even LG refrigerators tested "Clinical Institute of Nutrition" and recommended "the National Association of Dietitians and Nutritionists».
So fashionable today recommendation system - only the advertising technologies to cause consumer confidence. The calculation is clear: among the more or less similar goods consumer will choose the one whose utility supported by the authority of state institutions. However, research institutes, subscribe to brands, this is just a way to make money. The cost of such approvals, the estimated publication "Evening Petersburg", depending on the status of the organization and participation in the campaign range from 10,000 (if, for example, advertisers from the laboratory need only print on paper) to 100 thousand dollars (if there is an agreement on long-term partnership).
Where and where no nano nano
In the wake of the boom state PR nanotechnology prefix "nano" in advertising will soon surpass the popularity words such as "Heads", "peace" and "elite": nanocapsules slimming, shoe polish based on nanotechnology, nanokosmetika and a washing machine Samsung silver nano . In Russia, even pootkryvali nanoavtomoyki that offer protection "Nanocoatings" on the body after the car wash.
Needless to say that all of these products and the companies have no relation to the state corporation "Nanotechnologies" and nanotechnology. But to attract brand owners accountable for the use of the prefix "nano" is almost impossible, because a clear understanding of nanotechnology is not even in the scientific community.
Innovative
The modern advertising is the buzzword everywhere - from innovation in hair color, to the innovative formula of anti-aging cosmetics and innovative technologies for the production of meat products. This does not necessarily mean there is some revolutionary discovery or innovation. So today advertised innovative hair dye L'Oreal, Schwarzkopf and other brands - it appeared a few years ago, ammonia-free color.
Another example. Amazing in its absurdity advertising cream - here you and innovation, and nanoparticles, and Anglicisms for greater importance: "Enhanced LEOREX innovative formula provides a unique physical action on the upper layers of the skin. The self-organizing network structure of the silica nanoparticles and the hydrophilic matrix glycosaminoglycans actively straightens the wrinkles zone and prolongs the process of rejuvenation ».
Eco / Bio / non-GMO
The number of fans of organic products in the world is growing every day, and advertisers immediately picked up the trend and used the desire of people to buy environmentally-friendly products, placing the prefix "eco", "bio" and "non-GMO" on all the products in a row.
In the European Union, America and some other countries have laws on common standards for the production of products labeled "organic." In Russia, Ukraine and Belarus are no such standards. Accordingly dies "does not contain GMOs" can be found even in the salt. Do not tell where the salt soda and water genes?
The tricky math
Mathematics in verbal vestments wildly mysterious.
For example, in "El Dorado" was a loud campaign "discounts - up to 80%", however the attentive buyer learned that the discount applies only to mouse pads and similar cheap and little interesting products.
Such a mathematical trick used in advertising batteries Duracell - «work up to 10 times more." If you think about it, this wording does not imply that the brand batteries up to 10 times longer than usual - by a straightforward substitution of the preposition a feeling of durability branded batteries.
Sometimes he used a trick - the advertising banner is written in large letters "70% discount *" at the bottom of the banner gives clarification in small letters: "Discounts up to 70% of the goods».
Sunflower oil is cholesterol-free
A special mark on bottles with sunflower oil - "no cholesterol" - is to encourage citizens who are concerned about this issue, it is to buy oil. Not everyone knows that cholesterol is not and can not be in any bottle of vegetable oil of any brand. Cholesterol - a natural fatty alcohol, which is strictly contained in animal organisms. And write on the bottle of oil, "no cholesterol," is like writing "no bread" - it's not there and so. Vitamin E, which also appears in the communication as a competitive advantage, by contrast, is an integral part of sunflower oil.
Effective treatment of dysbiosis
Not long ago, the most serious problems of Russians - dandruff, sweaty armpits and bacteria for a toilet bowl rim - Add another: goiter. This disease makes life all without exception, but there are magical means to restore the intestinal flora. In addition to yogurt, which will be discussed separately, goiter treated many medicines.
For example, in advertising funds directly Linex reported that a "modern weapon against dysbiosis" and the audience clearly show how cleverly Linex zalatyvaet gaps in the "bacterial shell" of the intestine. And here are three facts:
1. Diseases "dysbiosis" does not exist. This diagnosis is not listed in the International Classification of Diseases, and not a normative document, the Ministry of Health, "The standards of diagnosis and treatment of diseases of the digestive system." Symptoms term called "dysbacteriosis" occur within very different diseases and syndromes. A cure is known, need not the symptoms and causes.
2. In modern medicine, in which the methodology adopted by the evidence, all of these tools are "drugs with unproven efficacy." That is, they have not been installed or the rules of studies, or did not even try to pass them.
3. Probiotics and bacteriophages, in most cases, or do not reach the intestine to digest in the stomach, or rejected by the body as foreign.
Immune reconstitution
The problem of low immunity, also heightened humanity in recent years, too, treated the producers of dairy products and medicines. The first claim in the advertisement that the immunity of the person found in his digestive tract, and the second sold without proven efficacy of Echinacea purpurea extract, besides bacterial lysates, flavoring it with vitamins.
Imunele
Advertising reads "Special Complex lactobacilli, strengthening the immune system, help the health to be in good shape." Reducing L. in the name of "special" stands for bacteria Lactobacillus - ie conventional lactobacillus. Casei and Rhamnosus - kind of Lactobacillus species and subspecies, respectively. Both have a wonderful culture in the human body and in the vast majority of dairy products. Last - Rhamnosus - most commonly used as a preservative in yogurt to prevent unwanted changes in chemical composition, and not for ours with you immunity.
Arbidol
In advertising immunomodulator "Arbidol" a man in a white robe confidently and firmly convinced of television viewers need to start taking the drug at the first sign of the disease, saying at the same passphrase "Arbidol can help speed recovery." Or maybe, as you know, and do not help. And, mind you, it may even help not cure, but only speed up recovery. " Needless to say that the drug has a clinically proven efficacy.
Magic yogurt
If you set aside milk products, concrete promise immunity, among the yogurt there is a lot of magic bullet, although the composition at all about identical.
According to our Federal Law of June 12, 2008 N 88-FZ "Technical regulations on milk and dairy products," yogurt in our country can only be called fermented milk product with a high content of fat dairy solids produced using a mixture of starter microorganisms - thermophilic lactic streptococci and Bulgarian lactic bacillus, they also Str. thermophylus and Lactobacterium bulgaricum. Plus, fruits and berries, and their substitutes.
Danakor
Information from Danone: «Clinical studies have proven that the use of 1 bottle Danakor a day for 3 weeks helps lower blood cholesterol levels by 10%. Continued daily use 1 bottle Danakor a day helps keep cholesterol at a reduced level. It contains a plant component "fitonaturalis" (phytosterol), which partially blocks the absorption of "bad" cholesterol ».
Fitonaturalis - is, of course, the name coined from a purely advertising purposes. All his letters it emphasizes the natural origin of the component and its importance for health. Fair to say that the actual phytosterol (more correctly - phytosterol) really helps to slightly lower the level of cholesterol, since it is not absorbed by the body, but reacts with a related cholesterol and flushes it from the body. In industrial applications is extracted from soybean, contains a much more impressive than Danakore, amounts in nuts and seeds.
In advertising, the product of this, of course, not a word, but there is an element of intimidation delicate "drink and not get sick" - when the viewer shows the middle-aged and elderly people, scares the level of cholesterol in their bodies.
Activia
Ostensibly a unique bacterium ActiRegularis, which, according to the assurances of the manufacturer, is able to survive in the acidic environment of the stomach, and therefore to apply the benefit in the human gut, is actually a normal Bifidobacterium animalis - live bifidobacteria contained in the bodies of almost all mammals, including humans. ActiRegularis - this, according to an ancient tradition marketologicheskoy just beautiful brand name of one of the strains of this bacterium. Bifidobacterium animalis ability to survive in the acidic environment of the stomach and intestines are not rejected in the research confirmed only Danone's and other companies producing products with this bacterium.
Rastishka
Dairy products under the trademark "Rastishka" advance in breast masses under the slogan "Grow to health." The active growth of the child shall provide the high content of calcium and vitamin D production. The packaging Rastishka indicated that 100 grams contains 180 mg of calcium, which is 20-30% of the daily physiological needs of the child. As well as 10.4 grams of sucrose, that is, two teaspoons of sugar is less than half a glass. For comparison - in milk no sugar at all, and calcium - 120 mg per 100 g of product.
Beauty requires victims marketing
Frenzied competition forces to invent new tools with dazzling names and even more gorgeous components aimed at the creation and retention of female beauty. Sometimes you can not invent but only to rearrange words in some places. For example, in the case of paint Garnier Color Naturals pereinachili marketers just "olive oil" in the "olive oil". And beautiful, and the thought of a salad on the head causes.
Popular Today cashmere extract, which, judging by the ads, added almost every second shampoo - is banal lanolin, ie wax obtained by washing sheep's wool. But lanolin - it's old, it is not fashionable, not expensive and exquisite. So many calls by the side and rear marketers, it was decided to name the substance extract - so intelligent, and he called cashmere coat - beautiful and expensive. And that cashmere - this is strictly fluff strictly Himalayan mountain goat is not so important. Important as it sounds.
Many in the market of cosmetics and other unique additions: extracts of pearls, amber, rock crystal and diamonds even microparticles. If for a moment imagine that using chemical acids and creepy yet somehow you can get some organic substances from minerals, which is what pearls and amber, how and what can be obtained from the pure silica? And what effect will be if to wash your hair with shampoo with a pinch of diamond dust for the whole bottle?
Or remember that - "Ordinary shampoos 80 percent water. Shampoo "Clean Line" by 80 percent consists of broth of herbs. " Needless to say that any herbal decoction for 99% of the water?
A funny story with NIVEA Silver Protect «with the molecules of silver." Marketing the product comes up with exactly this wording (reference molecules still have on the official website), but it turned out that there is simply no silver molecules - he either atoms or ions. Advertising was changed to "silver ions". But the sense of something remains the same.
What other ways of cheating customers met you?
Source: live-imho.livejournal.com
