Study: Consumers Find Advertising False, Deceptive, Misleading

Good Luck With Next Week!

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As we gear up for another Advertising Week, it's worth pondering whether the previous three installments of the industry festivus have had any impact at all on improving the perception of the ad biz. Have those motley assemblages of icons, panel discussions and heavy drinking done much to shape up the image of a trade usually given about as much respect as used-car sales and, uh, journalism?

This new study from Pete Blackshaw and Mac Kalehoff over at Nielsen Buzzmetrics would suggest not. They've charted popular associations with advertising, mapping them on what looks like a dartboard, Guess what's right near the bull's eye? "False" and "misleading." Writes Mr. Blackshaw on his blog: :"In this case, the terms 'false,' 'deceptive' and 'misleading' -- all highly associated with conversation related to advertising -- are quite instructive. They appear to reflect overt skepticism around advertising, and the data may well give pause for marketers to rethink the role of trust and authenticity -- even transparency -- in advertising."
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