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When you see an advertisement, you are likely taking in much more than just the words you are presented with. The visuals, sounds, and way the language is presented can all impact the implied messages that consumers take away. In general, advertisers are required to have a reasonable basis for all messages conveyed, whether express or implied – that’s the easy part. But figuring out what message(s) are conveyed in their advertising – and therefore what messages need to be substantiated – can be hard.
In this month’s episode of Ad Watchers, Hal and La Toya walk listeners through NAD’s process when deciding what messages are reasonably conveyed by an ad under review. Later in the episode, they are joined by Professor Margaret C. Campbell of UC Riverside to provide a deeper understanding of how consumers take in and understand advertising messages. Listen now!