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McMullen, 1

Shannon McMullen
ENC 1101
Professor Massey-Jimenez
Annotated Bibliography: Identifying Misleading Advertising
Russo, J. Edward; Barbara L., Metcalf; Debra, Stephens. Identifying Misleading Advertising.
Business Administration Faculty Publications and Presentations (1981): 119-120. Web.
5 Nov. 2014.
False advertisement has been in the dark for a long time now because advertisers and
consumers can almost never agree on if an ad in specific is misleading. Researchers are
also at fault for being unable to agree on a definition for false advertising or a procedure
for identifying it. The journals purpose is to suggest and test a procedure that helps a
consumer identify false advertising. The falsity in an ad and the facts of the actual
product performance is hard to identify. Consumers also have trouble pointing out false
advertising because verifying it is either impossible or expensive. Sometimes, a company
itself self-corrects itself of a product of falsification when it is corrected by a competitors
advertising. Either that, or it is self-corrected because the falsity is pointed out which is
affecting the sales. A solution to all this would be to institute a system for detecting
misleading advertising. Also, that the people in charge of regulating advertising should
decide on a system that determines if an ad is misleading or not.

McMullen, 2
Shannon McMullen
ENC 1101
Professor Massey-Jimenez

Annotated Bibliography: False Advertising

False advertising." UWIRE Text 30 Sept. 2014: 1. Academic OneFile. Web. 5 Nov. 2014.
In the newspaper article False Advertising, YSU is being criticized for an inappropriate
statement. To go more into depth, Mark Van Tilburg says in the text, Recently, I
searched YSU, and I saw a headline that said, Woman ODs in bathroom at Taco Bell by
YSU. Mark makes a point in saying this headline would give a bad impression to
someone who might search up the university on the internet and have the headline pop
up. The headline stains the image the marketing campaign is trying to keep as clean and
without flaws. This is just one example about how corrupt the advertising industry can
be. YSU has many negative aspects that are never shown to the public. Instead, YSU
make itself known as a heaven where everything is perfect and flawless to potential
students. After all, marketing is all about showing the most appealing sides to it and not
really stressing or even mentioning the down sides to it. The same applies to YSU.
However, YSU trying to boost their reputation by feeding the public by giving them false
information- or false advertising- is not the way.

McMullen, 3
Shannon McMullen
ENC 1101
Professor Massey-Jimenez

Annotated Bibliography: Bait and Switch

Lazear, Edward. Bait and Switch. Journal of Political Economy (1995): Vol. 103, No. 4, 813.
5 Nov. 2014.
The journal Bait and Switch talks about exactly what the title says- bait and switch.
Bait and switch is a tactic, also a form of false advertising that a marketer might use to
cheat a buyer out of the buyers money. To put it simply, a surprisingly cheap product is
put on advertisement but is immediately replaced in the actual store. The tactic might
actually be seen as silly because the advertising is only attracting customers thatll be
disappointed when they see the product at the store. The consequence of this tactic is that
the customer who would have bought the product at the advertised conditions probably
wont even give the replaced product a chance. However, in some cases, the bait and
switch tactic can prove to be successful. An accurate example of bait and switch is a man
who sees an advertisement for a car advertised at a certain price. When he arrives at the
store, the man finds out the car has been sold out but a very similar car is available with
a few more functions. Of course, its more expensive. He bargains all day and end up
buying the more expensive car, maybe just a little bit cheaper after all that bargaining.
This man has just fallen into the trap of bait and switch. The journal makes the readers
aware of what bait and switch is and how to avoid falling for it.

McMullen, 4
Shannon McMullen
ENC 1101
Professor Massey-Jimenez

Annotated Bibliography: Positive mood and susceptibility to false advertising

LaTour, Kathryn A., and Michael S. LaTour. "Positive mood and susceptibility to false
advertising." Journal of Advertising Fall (2009): 127. Academic OneFile. Web. 5 Nov.
The journal, overall, tests whether the mood of the consumer at the time affects the
consumers reaction to false advertising. In the first experiment conducted, consumers in
a bright and happy mood were shown a Disney commercial, and then a documentary.
Data showed that consumers who were in a happy mood were the most likely to notice
the false information in the Disney advertisement after watching the documentary.
However, these consumers as well would grow positive feelings towards the brandDisney, in this case. In the second experiment, the authors go even further and show the
happy consumers a Wendys commercial, and then a documentary with actual facts. This
caused the consumers to really think deeply on how much false advertising really goes
on. Lingering positive feelings for the brands still remained though. The negative feelings
the consumer had after watching the documentary and discovering the truth was only
temporary and was soon replaced by positive feelings once again.

McMullen, 5
Shannon McMullen
ENC 1101
Professor Massey-Jimenez

Annotated Bibliography: A survey of false advertising in cyberspace

Balough, Cheryl Dancey. "A survey of false advertising in cyberspace." Business Lawyer (2012):
297. Academic OneFile. Web. 5 Nov. 2014.
False advertising has been spreading like wildfire, not just on the TV, but on the internet
as well. This is especially because the internet is becoming a key factor in marketing. The
authors also have evidence from 2011 and 2012 that indeed prove how and the different
ways that false advertising is spreading on the internet. The ways false advertising is
spread through the internet can be through blog posts, anonymous online reviews, and
application in peoples mobile phones. The Lanham act states that anybody who has a
good and uses it in commerce in any type of way or form and has even one single false
fact that misrepresents the product, is permitted to be taken in action against by any
person who feels he or she is harmed in any way by that falsity. The Federal Trade
Commission (FTC) has the duty of upholding the safety of consumers and promoting
competition. The FTC is constantly patrolling the internet for manipulative

McMullen, 6
Shannon McMullen
ENC 1101
Professor Massey-Jimenez

Annotated Bibliography: Selling it: The Incredible Shrinking Package

and Other Marvels of Modern Marketing
Ware, Leslie. Selling it: The Incredible Shrinking Package and Other Marvels of Modern
Marketing. W. W. Norton & Company (2002): xiii. Web. 5 Nov. 2014.
Often false advertising is passed off and is technically legal. Like the book says, just
because a sandwich shop may claim, Freshest ingredients you can buy, or, a
perfectly healthy man might appear on TV as announcer intones, This is the face of
tuberculosis, doesnt mean these people who said this have to go to jail or receive some
other serious punishment. Its obvious to the public that what theyre saying is just for
propaganda and theyre not going to come rushing to that sandwich shop just because a
random guy on TV said they had the freshest ingredients you can buy. The Federal
Trade Commission, whose duty is to uphold the safety of consumers and to patrol for
manipulative advertisements, allows it depending on how much it affects consumers. In
other words, the Federal Trade Commission wont get involved unless the advertisement
is unfair. If the product causes injury to the consumer and if it provides no or little benefit
to the consumer, the Federal Trade Commission is forced to step in. This book will teach
its readers everything they need to know about false adverting like how to identify it, how
to avoid it, and how to retaliate.