UNIT 11. Advertising and the Consumer

1. Complete the sentences, using the appropriate words from the box:

Persistent; confuse; puffing; desire; exaggeration; prohibited; widespread; enforce; mislead; controversial; intrusive.

1. The United States has always been a commercial society; but in recent years, advertising has become more ….

2. Advertising has also become more … and ….

3. One of the most … types of advertising involves tobacco.

4. In 1972, tobacco advertising was … on radio and television.

5. Although ads can be helpful, they can also …, deceive, and ….

6. Ads try to create a … for products that consumers don’t really need or want.

7. Laws that prohibit false or deceptive advertising are difficult to …, and deception can take many forms.

8. The difference between illegal advertising and … may be small, so consumers should be on guard.

9. If an ad tends to mislead about an important fact concerning the product, it is illegal; but if the ad is merely an …, it is probably puffing and legal.

2. Are the statements true (+) or false (-)? Correct the false statements.

1. The United States has always been a commercial society; but in recent years, advertising has become less widespread.

2. Advertising has become more persistent and intrusive.

3. Courts have ruled that government may regulate but not prohibit certain types of adver­tising.

4. More people die from smoking each year than from AIDS, accidents, fires, homicides, sui­cides, and drunk driving combined.

5. Ads are always helpful, they never mislead, deceive, or confuse.

6. Ads try to create a desire for products that consumers don’t really need or want.

7. Cor­rective advertising means that the advertiser must admit the deception in all future ads for a specified period of time.

8. The difference between illegal advertising and puffing is vague.

9. If an ad tends to mislead about an important fact concerning the product, it is illegal; but if the ad is merely an exaggeration or a nonspecific opinion, it is probably puffing and legal.