Digital marketing Campaign strategy of Listerine during FIFA 2014
The History of Listerine: 1920’s cures bad breath 1930’s curing sore throats & colds ...
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Transcript of The History of Listerine: 1920’s cures bad breath 1930’s curing sore throats & colds ...
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unSpun: Chapter 1 unSpun: Chapter 1
Delayne Durdle & Hana Ayele
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Deceptive Evidence
The History of Listerine: 1920’s cures bad breath 1930’s curing sore throats & colds 1940’s prevents dandruff 1977 brought to court
Had to run a year of corrective ads
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Did Listerine learn its lesson?
2004 create ads claiming:
““Listerine’s as effective as floss at Listerine’s as effective as floss at
fighting plaque and gingivitis. Clinicalfighting plaque and gingivitis. Clinical
studies prove it.”studies prove it.”
Clinical Study: Test subjects were incorrectly using floss Have to do research to see what the clinical
study really was
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False Advertisement isn’t a new phenomenon
Snake Oil› Clark Stanley › “good for man and beast”
People were paying $.50for petroleum oil, fatty oil, and some camphor
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In 1915, Department of Agriculture seized Snake Oil
Stanley’s punishment?
$20 fine$20 fine
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The only things that have changed overtime are the products
Same technique, same methods, same goal
Misinformation, Deceptive Evidence,
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2006 Emu Oil
› “BETTER than botox!”› Could eliminate wrinkles
Their support:› One scientifc study of 11 people› Concluded it was better than mineral oil for
moisturizing
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The name of this product?
› “Deception Wrinkle Cheating Cream”
Demi religiously uses Emu Oil as part of her
skin care regime.Demi Moore as shown
in People Magazine.
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Supreme Greens › “Doctor” Alex Guerro › Natural herbal remedy› Would cure:
ArthritisArthritis RheumatismRheumatism Heart diseaseHeart disease DiabetesDiabetes AND CancerCancer
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Alex Guerro made thousands overnight› One month supply cost $49.99
FTC seized product › His punishment:
had to give government his had to give government his
CadillacCadillac
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Deceptive Language
Weight Loss Programs 8 million Americans a year
“Operation Big Fat Lie” › Started by FTC to stop weight loss scams
Pills, programs, patches, liquids
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How do they convince people?
Weasel Words
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Truth: Politicians lielie to us.
Truth: Politicians lie to us and we
knowknow it.
Truth: Politicians lie to us and we
believebelieve them.
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What is George W. Bush referring to?
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Politicians have a way of saying something without really saying anything at all
Bush’s 9\11 implication against Kerry
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Obama’s DNC Speech:Questioned why McCain would "define define
middle- middle-
class as someone making class as someone making underunder five five million million
dollars a year?” dollars a year?”
Intention: McCain wasn’t trying to Intention: McCain wasn’t trying to help common personhelp common person
McCain McCain did did say thissay this But he said it as a But he said it as a jokejoke
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Under Bush’s tax-cut bill “80 percent of the tax relief for upper income filers
goes to small businesses.”- Republican claim during 2004 election
To citizens it sounded like a great plan› That was Bush’s intention
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Words can be deceiving Republican definition of small
businesses: any and all business partnerships
Reducing income taxes for wealthy would lead to tax cuts for small businesses
Bush and Cheney = small business owners
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Politicians will intentionally alter facts › Misinterpret the truth to hide the truth
Invasion of Iraq› Bush and his administration filled Americans’ head with false statements› Able to gain huge amount of support on fake evidence
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2004 election:› Bush and Kerry promised energy
independence
Rocky Mountain Institute › Used to support claims
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How to achieve energy independence:› Heavy tax on gas› Large subsidies from taxpayers
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The techniques of Oceania are not so very different from the ones used today
Leaders in both worlds use: Fear Promises Lies
Orwell was warning us of what could happen if we allow politicians to lie
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Connections
Telescreen Television Both have programs filled with propaganda
Eurasia\Eastasia Iraq False claims to gather support
Language Control PoliticalSpeeches
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1984: Emmanuel Goldstein being named in connection with him was fatal
2008 Election: Fidel Castro
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What can we do? Recognize the techniques
› Advertisements: Deceptive Evidence, Misinformation,
Deceptive Language
› Politicians: Unfounded Implications, Vague Words,
Misinterpretation of Facts
Stay informed Don’t accept everything they tell you
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And most importantly..
We have to come to the realization that advertisements and politicians are NOT telling us the truth.
We have to hold those in power accountable for their lies.
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