The gamecock. (Columbia, S.C.) 1908-2006, November 10, 1977, Page Page 7, Image 7
Claims go uns
USC profess
ignore new
By TERESA MIZZELL formation fror
(iamccock Staff Writer about various
those contact
Many advertisers refuse to responded in
substantiate their claims despite percent ignore*
the development of standards by 7.1 percent pi
several reeulatorv nconrips nr. rnnvinrinp ov
- -0 J "O 1 * ?~ ? o ~ *
cording to Arch G. Woodside, their advertisir
professor at the USC College of Woodside s
Business Administration. vertisers try t
Woodside and 20 undergraduate advertising cot
students conducted a study in 1973 make vague cl
in which they requested in- clarify the pro<
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substantiate
or soys advertisers
if
oa coaes, continue puf
n 373 advertisers For instance, Proctor and
magazine ads. Of claims Spic and Tpan mak
ed, 60.3 percent "clean enough for a baby.
iadequately, 32.8 a student inquired as to 1
d the inquiries and knew this, the company
rovided clear and that the information \s
idence to support fidential.
\g claims.
aid national ad- t'HAKl.ES IIICAU>
o slip around new product communications
ies and continue to visor for 3M Company pr
_: f *i a % .%
minis which tail 10 reply mai was more t
juct's capabilities. pages long giving detailed
to claims as to the supei
"71 Scotch Brand tape, Woods
Winston V. Morrow Jr. of
Rent-A-Car system rep
don't propose to debate <j
with you." Avis' motto
TRY HARDER."
In a study conducted 1
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cs floors ij^^B^MkJWi^vs dpflllllll^
" when
low they ** Areplied
'as con- ^ U&fJ&$nA
SHAW, '' MA
? super- jB
ovided a jH?fi|
han two
i support Jk|||1||
riority of Jm&Ml0B
idesaid. ?*?
the Avis- WO
>lied, "I side in fall 1975,54 letters were:
>ur motto requesting substantiation of
is "WE magazine and 27 television
claims. Ten of the 45 respond*
Dy Wood- provided detailed responses, w
i copuiivitvj uiduc^uai''!;' v: iu
?- all.
K The Colgate-Palmolive Com]
and General Mills, Inc. 1
n(j? among the adequate respond
according to Woodside. "T
-time secrecy was not raised in any u
replies," he said "Lack of int<
seems to he the main probh
p.m. Pl'FKKHY, the use
exaggerated claims lhat
House meaningless and non-inform<j
is a pressing problem, \Yoo<
I
:a 4
1
VJ ? 1 II !
>0
V y-V /-\ A A ^ ?. 1
:.UU & VZ.Zb pitcher)
254-81
MADE FRESH DJ
o
odside
sent said. "If I were (o say Chat 1 am an
" cAtxiiciu pioi*?sor, would lliai oe
ad informing you? Shouldn't I have lo
ents give some evidence lo back this
hile up? he added.
)tat "It is time for advertisers to
recognize advertising puffery is
harmful, even though it sells," he
pany said. "Advertising is a lop in
Aere fluence in America. Don't we have
ents, the right to ask for truthful, nonrade
deceptive and informative ads?"
?f the Woodside said self-policing
erest advertising industry organizations
2m." should develop guidelines of
positive consumer advertising and
of programs of affirmative in
are formation disclosure, and should
ilimi CliniUtrl lln> ulimin-itmii ..f ...J
IV! vv, ? i??v. v uiitiliuiliiil V#1 UII
dside puffery.
mw
too
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