CONSUMER HEALTH

WRITTEN RESPONSE WARM UP

• On a half sheet of paper:1. What products have you seen endorsed by a

celebrity?2. Have you ever bought something simply

because of who was on the face of the advertisement?

3. Why do companies use celebrities to market products?

• Be prepared to share your answers!

CELEBRITY ENDORSEMENTS

• Big-name celebrity endorsements:

• Nike• Rolex• Buick• EA Sports (2009)

• Nike• McDonald’s• Coca-Cola• Samsung• Dunkin Donuts

• Pepsi• L’oreal• American

Express• Nintendo DS

KEY TERMS

• Consumer: Anyone who buys a product or service• Product: Anything offered to a select market that

might satisfy a want or a need.• Service: The supplying or supplier of utilities required

by the public. • Companies try to market to specific populations based

on what they believe the wants and needs are (target audience).

• Examples of products: food, cars, sports equipment, medicine, skin care products, etc.

• Examples of services: dentist’s offices, lawyers, doctors, UPS, cell phone carriers, and so on.

EVALUATING ADVERTISEMENTS

• Strategies you can use to make an informed choice

• When looking at an advertisement, it is important to think critically about what is being portrayed.

• Will the product really improve your situation?• Make sure to read the fine print. • Many times the negative aspects or side effects are listed

when most people have tuned out.

• Ask yourself, “Do I really need it?” (want vs. need)• The advertisements sometimes use misleading

terms, and false claims to get you to buy their product. This is known as bias.

ADVERTISING STRATEGIES

• Informational Ads:• Make their claims mostly based on facts• Use statistics (be careful of how they present statistics)• Include the advice of “experts”• Say what the product does• Infomercials are perfect examples

ADVERTISING STRATEGIES

• Bandwagon: • Suggests you, the customer, will be left out if they do not

buy what is being sold.• Use glittering generalities: words that evoke a positive

response.• Examples of glittering generalities: strong,

unrivaled, American, freedom, new, fresh, pure, better.

GLITTERING GENERALITIES

GLITTERING GENERALITIES

GLITTERING GENERALITIES

ADVERTISING STRATEGIES

• Testimonial:• Companies use celebrities to endorse their

products by getting the celebrities to give great reviews.• These can sometimes be misleading.• Why is it beneficial for companies to use

celebrities rather than ordinary people?

ADVERTISING STRATEGIES

• Beautiful People: Using very attractive models/families (unrealistic?) to portray the possible outcomes of using a product.• Good Times: The product used will help you

“feel” good or have a good time. • Cure-all: Using the product will get rid of your

problems.• Instant Results: Use the product, and get

instant results. What kinds of products are marketed this way?

WHAT TYPE OF ADVERTISING?

WHAT TYPE OF ADVERTISING?

WHAT TYPE OF ADVERTISING?

PARTNER ACTIVITY

• With a partner, you are now going to evaluate advertisements.• You will receive a printed advertisement, and your

task will be to answer the questions on the sheet in relation to what you see.• When you are done with the first one, trade

advertisements with a group close to you, and complete the same thing on the back side of your sheet.• Be prepared to share your answers!

HOMEWORK ASSIGNMENT

EXIT TICKET

• With your same partner, you will answer the 3 questions on the exit ticket.• Turn them in as you leave.