Testimonials in Advertising - Jerry?

[Julles]

I'm wondering if there is any Truth in Lending when an advertiser airs a testimonial.... I mean, can they just make up any old thing, and then have an actor stand there and pretend he's a happy, satisfied customer telling of his true experiences?  Or does there have to be an actual letter from a real live customer, to back up what the actor says on TV or radio?  Are all those people actors, or are some real people? 

[Jerry]

Not sure, but most are paid actors.
I actually did one, it was awful.  We were told Casting Directors would be there. Not true.
We were a paid audience listening to motivational speakers who mostly were lousy!  These folks can then show their tapes to clients to show how good they are!  Really a disgusting event
The only good one was the con man that organized the event.
We sat there and laughed on Que as well as applauded.  I was about to walk out, but it's a bad rep to get. Also an hour or so to go for the paycheck.  How do you spell whore? :'(
Our meal was a dried Subway sandwich!  Usually you are fed well.

The gals you see in exercise videos are chosen for their remarkable bodies.

I will be making a testimonial here.  Webb's water gardens are very ethical and fair.  I will tell me tale in a day or two!

[Mikey]

I recalled Pat Boone being sued for promoting some acne product and found this:

"In the 1970s, Pat Boone appeared in several TV, magazine, and newspaper ads touting a mail-order pimple remedy called Acne-Statin, a product which, according to Boone, had been "scientifically found to cure the most severe cases of acne by eliminating certain bacteria and fatty acid from the pores of the skin."

In 1978, Boone and Karr, Inc. (the product's manufacturer) were found guilty of false advertising and ordered by the FTC to provide refunds to thousands of customers (then the stiffest penalty ever levied for a celebrity endorsement). The problem? The product, according to one critic, had "the same facial efficacy as shoe polish.""

Source: http://www.anecdotage.com/browse.php?term=False%20Advertising

[mascot]

I have a friend who does a lot of commercials, as well as a few regular tv shows.  He did an IHOP commercial and had to praise a certain food item they were serving.  They kept a spit bucket at his feet, just off camera, and every bite was spit into the bucket.  He only had to take one bite and smile, professing how good it is, but they had to do several shots, scenes and versions of the same ad.  He hated that food more than anything he's ever tasted...but it's the job.  You don't have to like it, you just have to act like you like it.  He's also done Geico commercials, but isn't insured with them, either.  I've see "real customers" in other commercials, too.  It would be nice if a celebrity acutally endorsed the product they're getting paid to sell, but many don't...the company is using the celebrity's fame to sell the product, I doubt if they care any more than the celebrity does as long as they can get their money's worth!

[mascot]

I recalled Pat Boone being sued for promoting some acne product and found this:

....

I wonder if the problem wasn't that Pat Boone endorsed it, rather that he endorsed a claim that wasn't accurate.  I mean, if you find a false claim - can you sue Jessica Simpson because she endorses Proactive, or would your claim be against the makers of the product once that claim was proven false?  Most products advertise that endorsement was done by a paid celebrity, thus letting you know that they were paid to say what they said which takes the merit out of it as far as I can see.

[karen J]

The real answer to this question is long and complicated. The short answer is that the "truth" is often tinkered around with, by very experienced advertising specialists who know how to manipulate the English language.

Pfizer had to "fire" Dr. Jarvik because they were portraying him in Lipitor ads as a medical doctor. While he did complete his PhD, he never went to medical school to become a medical doctor.

This kind of stuff happens all the time. If you've got a product to sell, you can buy pictures of "models" and use them in your ads, no matter what your selling.

[Esther]

You know all the plastic things we see in infocommercials? Our local news people have a "Try it before you buy it" segment once a week. These two women try out these items and then show the results. Funny thing is that most of these things have not been satisfactory, yet on the ads, they look like they perform just wonderful.

[Julles]

Blind 'Too, I had the same question about the Pat Boone suit. 

I guess I just like advertising and how they target different groups. 

Actors are pretty good, too.  In one on HGTV for buying kitchen cabinets from a cheap source, for instance, they even have actors stumble over their words, or have very poor delivery of their sentences - because if a real non-actor were standing in front of the camera, he would be nervous and fumble around like that.  So the actors are pretty good, to recreate that.

[Mikey]

Savannah or Roark likely have an opinion on this........and for a minor consultation fee of $300 they might share it with you.... 

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