Types of Deceptive Practices in Advertising

Deceptive practices in advertising are the expression of covert or overt falsehood in advert messages through devices such as headline, sub-headline, illustration, slogan, or body text.  Advertising practice in Nigeria also exhibits traits of deception inherent in advertising across the world.

Among the deceptive practices adopted in local and international advertising are as follows: Price deception (putting a price tag different from what obtains in the market, or not putting a price tag at all thereby keeping the consumers in the dark as to how much they are likely to purchase the product, this is also deception), graphic misrepresentation (altering the image of products so that they will look appealing to the audience), hyperbolic expression (exaggerated slogans), time positioning (saying for instance a drug clears headache after three minutes), celebrity deception (using celebrities to endorse a product when it is actually a false testimonial).

The Author

Chinenye Nwabueze

Nwabueze is a communication researcher with several years of lecturing experience in Nigerian universities.

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