Deceptive Advertising: Investigating How Fast-Moving Consumer Goods Use Puffery and Manipulation in TV Commercials

Abstract

This study examines the advertising tactics and possible misleading components in two television ads for fast-moving consumer goods (FMCG), WAW detergent, and Sunlight. Research identifies and examines the types of claims, deceptive tactics, and message content used in each commercial using Schrank's framework of advertising claims. According to the analysis, both brands used implied and unique claims to differentiate themselves from the competition and convey the advantages of their brands, especially when using suggestive language and visual storytelling. Through subtle and distinctive claims, Sunshine detergent emphasized freshness and cleaning power; puffery was found to be the only dishonest component, mostly in the overstated repetition of advantages such as long-lasting freshness. However, the WAW detergent commercial used a wider variety of persuasive strategies, including implied, unique, and puffery claims in addition to more overtly dishonest advertising. This included manipulation, which involved emotional appeals and exaggerated claims about the product's efficacy, as well as puffery, which used superlative and exaggerated terms like "amazing" and "a lot." The results raise ethical questions regarding the use of exaggerated imagery and emotionally charged messaging in the promotion of FMCG products, as they imply that WAW's commercial engaged in more extensive deceptive advertising practices than Sunlight. In assessing advertising content, the study emphasizes the importance of critical media literacy and more stringent regulatory oversight. The study concludes that advertisers frequently use unique and implied claims to convey the advantages of their products and differentiate them from rivals. These claim types were purposefully employed to appeal to consumers' needs for freshness and efficient cleaning.