How much Honest ads are necessary for you to proceed and succeed.
Honest Ads
Lest you become completely discouraged about the possibility of a better standard of
honessty in advertising,there is hope.Atleast two nations,Japan and Sweden,en-
courage honesty in their advertising.Country do ads have "fine print "that contradicts the main message,nor do they permit the sorts of puffery and hype we are used to and which all too often amounts to little more than lying.Japan 's tradition of honet advertising is
a long one.In the first century A.D.,Chinese visitors were so impressed with the
honesty of Japanese businesses that they recorded it as a main attribute of their cul-
ture.This 2,000-year-old history of honesty is today reflected in many details:Restau-
rants display samples of their food in the window and quote prices in round num-
bers,including sales tax and tip.If you see an 800-yen price advertised for an item,it
is the total price you pay.Nolo.com 's Stephanie Harolde,who lived and worked
in Japan,adds that Japanese businesses never put down their competitors or used
comparisons that intimated their product was better than the competitors '.
In Sweden,whose culture is closer to our own,there has been a more deliberate
political decision to foster truthful advertising.In that country,it has been against the
law since the early 1970s to be deceptive in advertising.To accomplish this,the gov-
ernment not only extended its criminal code to proscribe deceptive advertising,
but also formed an administrative agency to enforce the law.As a result,the Swed-
ish people now strongly defend the integrity of their advertising.Perhaps someday
we,too,will be proud of ours.Deceptive advertising is technically ille-
gal in the United States,but enforcement is minimal.The legal standards for advertis-
ing are discussed in The Legal Guide for Starting and Running a Small Business,by
Fred Steingold (Nolo.com). We mention the Japanese and Swedish
use of advertising to urge that,should you ever decide to advertise,you be sure your
advertisements are scrupulously honest and that they are as distinct as possible in
style,content and location from the general run of other ads.For example,if you
limit an offering in a print ad in any way, do so in print as large as the offer itself.If
you advertise a service,don 't overstate the likely beneficial result of using it,and in-
clude a warning as to any risk.
_____________________________
Marketing
Without
Advertising
by Michael Phillips & Salli Rasberry
edited by Peri Pakroo
3rd edition
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http://BeTheFriend.blogspot.com
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