Deciphering the language of marketing: how to become a more demanding consumer

Increasingly, I’m noticing ads with nonsensical language and misleading calls to action. They start by saying the products are “NASA inspired” or “military grade” and try to lure you in with hooks like “the first twenty people to call will receive a special discount” or “we’ve set up a special phone line just for this offer ”… The examples are endless. But does this language really mean anything? And where does the law define the limits of marketing language? This week, we’re going to talk about how to discern this marketing language and how you can be an even more discerning consumer in today’s jargon-filled market.

What are the laws around advertising language?

Laws regarding marketing language in advertisements are overseen and regulated by the Federal Trade Commission (FTC). The FTC stipulates that all advertisements must be truthful, not misleading in any way, and, where applicable, product/service claims must be supported by verifiable scientific evidence.

We all know what “false advertising” means, but it’s also important to remember that a claim doesn’t have to be false to be illegal. If a company makes a misleading claim about its product or service, that is also illegal. For example, a company that sells some type of food may claim that the item contains vitamins that prevent certain diseases. While they are not claiming that the product itself prevents disease, they are implying that it does by saying that the product contains ingredients that do.

The lines around advertising are pretty clear and require companies to keep their product/service claims accurate, back up any claims with scientific evidence when necessary, and be truthful about costs and availability, among a few other rules.

The ‘grey’ area

Now, let’s discuss the gray area of ​​advertising. What does it mean when a company claims something is “military grade” or that “first callers receive an exclusive discount”?

Well, for starters, when a product or service boasts of being “inspired” by some entity or another, they are trying to target a specific demographic with common values/beliefs who would be the most interested and likely to purchase something. Something advertised as “military grade” is likely aimed at veterans, active service members, or those interested in the military. Something called “military grade” is generally meaningless; this is just a marketing gimmick meant to be vague because it could mean the product passes any military standard regardless of what the item is or what military standard it meets. This logic holds true for most jargon used to launch a product.

When a company uses calls to action that require urgency, the ad is trying to use stress or scarcity tactics to get you to call or visit the website immediately, as you are more likely to buy something if you feel like you are under a time crunch. do this. Typically, they say things like “the first twenty callers” get a special discount, or that you “must call within the next five minutes to secure” the discounted product. Again, these tactics are just that – and generally, no matter when you go to buy something, the same price and shipping costs will apply.

In short, it’s up to you to decide whether these practices are ethical. However, it’s important to recognize these marketing tactics for what they are so you can make informed decisions about what you’re purchasing.

Become a more demanding consumer

I highly recommend that you listen carefully to marketing language when you hear it. Do you hear any stress/scarcity tactics being used? Are they deliberately targeting a specific demographic with meaningless verbiage? In this case, take a step back and look at the product or service closely. If they didn’t use that language, would you still be interested in buying it?

It’s important to ask yourself these questions as you unpack marketing language. It takes practice over time to catch it right away, but once you start noticing it, you’ll never fail to notice it when it arises.

Decide for yourself where you draw the line in ethical marketing. Just because something isn’t illegal doesn’t mean you have to support something that seems sneaky or unethical.

If you come across an ad that you think may be violating advertising laws set by the FTC, there are ways to report companies for fraudulent business practices. The FTC provides a contact page with links to report any ads or practices that appear to skirt the law.

Every day, consumers become more savvy and aware of the marketing tricks companies use to attract us. No matter how companies change their marketing tactics and strategies to reach consumers, we must make an effort to stay on the cutting edge of these tactics. Knowing how we are being advertised is one of the most important ways to make informed decisions when shopping in today’s marketing climate.

Josh Elledge is a syndicated newspaper columnist with more than 12 years of experience covering consumer protection. Her work highlights money-saving skills, strategic shopping, and financial life hacks.