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Hosts La Toya Sutton and Hal Hodes discuss the various types of messages conveyed through ads. During this conversation, Professor Margaret C. Campbell of the University of California Riverside joins them to share insights into how consumers take in and understand advertisements.

As La Toya shares, “advertisers are required to have a reasonable basis for all messages that are conveyed in their advertising.” This requirement is noted in the Federal Trade Commission’s 1983 Policy statement on deception and cited in numerous National Advertising Division (NAD) cases.

As the conversation continues, they walk through the steps they take at the NAD when they are deciding what messages are reasonably conveyed.

Continue reading Episode Show Notes: How Do We Step into the Shoes of the Consumer? →

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When you see an advertisement, you are likely taking in much more than just the words you are presented with. The visuals, sounds, and way the language is presented can all impact the implied messages that consumers take away. In general, advertisers are required to have a reasonable basis for all messages conveyed, whether express or implied – that’s the easy part. But figuring out what message(s) are conveyed in their advertising – and therefore what messages need to be substantiated – can be hard.

In this month’s episode of Ad Watchers, Hal and La Toya walk listeners through NAD’s process when deciding what messages are reasonably conveyed by an ad under review. Later in the episode, they are joined by Professor Margaret C. Campbell of UC Riverside to provide a deeper understanding of how consumers take in and understand advertising messages. Listen now!

For more information about this episode, read the show notes here.