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3 in 4 Say Claims in Ads Are Exaggerated

by Lenna Garibian  |  
January 9, 2013
  |  3,271 views

More than three in four consumers say most of the claims that brands make in advertisements are exaggerated, according to a study by Lab42.

Specifically, among surveyed consumers, 57.4% say advertising claims are "somewhat exaggerated," and 19.0% say they are "very exaggerated," Lab42 reported.

Only 2.8% of consumers surveyed say the claims in various ads are very accurate:

The new study gauges perceptions of popular forms of advertising such as print, television, Internet, and social media.


Below, additional findings from Lab42.

Comsumers have mixed feelings about ads they view as exaggerated:

  • 37.6% say they think ads should be more accurate.
  • 32.4% say they "know what ads are trying to do."
  • 16.6% say they wish there were laws to regulate ads.
  • 8% say they just enjoy the ads they see.
  • 5% say they don't pay attention to ads.

Perceptions of Ads by Industry


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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by Athena Wed Jan 9, 2013 via web

    I found this article very interesting. I would have to admit that I am part of the group that finds advertisements very exaggerated. I tend to catch the little things in ads that some people might not. For example, it the Proactive commercials, when they do the before and after photos. They intentionally try making the before picture look bad by having no makeup on the model and having them have a serious face. In the after photo they have makeup on and are smiling. This automatically makes someone look more confident and attractive. I do hot advertisements become more realistic in the future.

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