Advertising: Believe it or leave it?

If you've read a newspaper lately, opened a magazine, turned on the television or listened to the radio, you've been exposed to advertising. That's right - where extravagant claims are made, where anything goes, and where people are victimized.

Newspapers are stuffed full of typical department store ads that scream out "50 percent, 60 percent, 70 percent off!" Anyone who has purchasing experience knows full well that mark-down percentages are no way near what they claim to be. In fact, most stor es mark up to mark down.

Automobile ads tell you everything but the purchase price of a car. You'll see "$500 a month," but you're not told the number of months. Whenever you see what you think is a great offer, look for the asterisk, pull out your magnifying glass, and aim it a t the bottom of the ad. In the tiniest print possible are the conditions for the purchase.

The really interesting ads in print media publicize seminars on how to become wealthy in a short period of time. Here is the actual wording of an ad: "Discover the Basic Secrets ALL Wealthy People Have Used and KEPT Hidden for Centuries." Of course, seati ng is limited and you must call immediately for reservations. You must also remember to bring cash to buy the tapes and books which will make you fabulously wealthy at least before Thanksgiving - OK, maybe Christmas.

Then there are the TV ads. Infomercials are embarrassing to the to the average viewer, but unfortunately they are targeted at the below-average viewer.

Do you want to be a real estate tycoon like Donald Trump? Easy, just send for the tapes and books. You can buy real estate for no money down, no risk, no back-bending work, no heavy lifting! This TV ad usually shows an ordinary housewife, most often from Indiana (the down-home type) or Nebraska (never New York) sitting at her kitchen table in her un-modern kitchen to emphasize the down-hominess. She's wearing an apron while extolling the importance of taking quick action: "Order those tapes and get rich - if not instantly - maybe by tomorrow."

Another fun-to-watch TV infomercial is some guy selling a new discovery - a secret formula - a space-age breakthrough in technology - to polish your car. It's even insured by Lloyds of London for a billion dollars. Don't you see anything to get excited ab out? Just look at the ecstatic audience! (They're probably paid to sit there). A woman is shown clutching her husband's hands. Another woman (in a close-up) says, "I can't believe how wonderful this product is!"

The pitch starts after the demonstration: "Send $29.95 credit card or cash. No checks please!" Would you like to add a bottle of polish to that? Come on, it's only $5 more! Oh, and don't forget $6.50 shipping and handling.

The TV ads which are not amusing or interesting, which are downright annoying are those pitching new cars. Please look at the bottom of the screen for at least 50 or 60 words which alter, amend, explain what is really being offered. But wait - the white l etters which require 20/20 vision to see because they are imposed on a permeable background are on the screen for five to 10 seconds. The champion speed-reader of the world couldn't possibly read it. If this is not downright deceit, lying and unethical be havior, what is?

The equivalent to the ad described above has a counterpart in radio. A reasonably good offer for a product or service is made to the listener. It sounds like a good deal - but wait - after the normally speaking pitch man finishes, the fast-talking almost unintelligible guy comes on babbling a mile a minute to add the conditions to the offer.

Do you want to earn $700 to $800 a week by working one to two hours a day? It involves no telemarketing, no door-to-door sales, no accounting books to keep, no collecting, no pyramid sales scheme. Well what is it? You are not told, but rather you're asked to call a toll-free 800 number, which after contact is made, hustles you to a 900 number. So how DO you make $700 to $800 a week by working one to two hours a day?

You figure it out.

Jill Dellamalva is a sophomore majoring in journalism and creative writing. Her column, 'Focused Light,' appears every other Wednesday.

By Jill Dellamalva (columnist)
Arizona Daily Wildcat
April 23, 1997