WHAT IS "UNFAIR ADVERTISING"? - A DISCUSSION OF "CONSUMER ADVERTISING FROM THE POINT OF VIEW OF THE CONSUMER, THE GOVERNMENT, AND INDUSTRY" By

what meaning a viewer would get from two challenged televised claims for an antacid tablet, and whether or not either of them had induced the purchase of the product. His motivational research revealed that neither of the challenged claims induced anything. Instead, because the commercial ended with a combined video and audio saying, "Tastes like a mint, works like a miracle", that frame alone induced purchase. "Motivational research," he said, "made it clear that everyone remembered that his grandmother used to eat peppermints, that he loved his grandmother, and therefore he ought to buy the advertised product."