If the information conveyed in the ads is truthful, should it matter that Dr. Jarvik is associated with the development of an artificial heart but is not a practicing physician?
The fact that Dr. Jarvik is not a practicing physician is a big concern in this advertisement. He is known for his invention of an artificial heart. His invention catapulted him to national popularity. The drug is associated with him would have been better advertised by a practicing physician. A practicing physician would be in a better position to compliment the drug due to the fact he or she is always in touch with cholesterol cases. Dr. Jarvik has no mandate to complement the cholesterol drug as it does not fall in his docket.
What advertising approaches do you think that Pfizer should take in the future to avoid the kind of scrutiny and criticism engendered by the Jarvik Lipitor ads?
The company should adopt the use of statistics in its adverts. The drug in question had already been proven to work and therefore, statistics were available for all to review. As a way of technically using emotional advertising, the company can also quote popular personalities who have used or who still use the drug. The company can also decide to concentrate on advertising the distinctive features of the drug that set it out from other similar drugs. Lastly, the company can do what it should have done, getting the right person, most probably a popular practicing physician, to do the compliment.
How might one determine when a company has crossed the line between puffery and outright deception?
Puffery involves the exaggeration of a product’s features. It makes a product appear the best or too good. For instance, claiming that polar bears enjoy sipping a coke drink is an exaggeration of the sweetness of the drink – that even bears enjoy the drink. More often than not, it is hard to prove or disapprove of what is claimed in puffery. For instance, it would be a bit hard to prove or disapprove whether polar bears enjoy coke drinks or not. Likewise, a restaurant advertising that it serves the sweetest tea in town might be hard to disprove because sweet is more likely to be relative in this case. On the other hand, outright deception entails claims which can be proved easily without bringing in any sense of ambiguity or relativity. For instance, if a car manufacturer advertises that its race cars can move faster than light then that will be an outright lie.
Summarize another situation where an organization committed puffery. Use at least one source and provide a descriptive opinion about what they did. Cite all sources used
A jewelry retailer, Zale Corporation, carried out the promotion of its diamonds terming them the “the most brilliant diamonds in the world” (McCallon, 2012, p. 1). The adverts are backed up by claims “based on independent laboratory testing conducted in 2012 of round-cut diamonds from select leading national jewelry store chains” (McCallon, 2012, p. 1). The fact that Zales’s diamonds were not tested against all other diamonds in the world makes the advertisement puffery.
Summarize another situation where an organization committed deception. Use at least one source and provide a descriptive opinion about what they did. Cite all sources used
Ferrero Company was involved in a deceptive advertisement of one of its products, Nutella, claiming that it was healthy. The product has high sugar and palm oil content. The advertisement avoids mentioning the sugar and fat content but instead presents the product as one with “simple quality ingredients like hazelnuts, skim milk and a hint of cocoa” (Burnham, 2012, p. 1). This is quite deceptive because it presents a skewed image of what the product contains.
Should consumers be held responsible to practice some caution when buying products?
There is a need for customers to be held responsible to practice some level of caution in cases where puffery is involved. This is because puffery cases mostly involve issues to do with exaggeration of a product’s features.
References
Burnham, T. (2012). Nutella Maker May Settle Deceptive Ad Lawsuit for $3 Million. National Public Radio. Web.
McCallon, T. (2012). Litigation: Product testing and puffery collide in new false advertising suits. Inside Counsel. Web.