Does It Really ‘Ad’ Up?

In the midst of New Year’s resolutions, it seems like advertisement claims are flying left and right. “Lose 10 lbs in a week!” “Get fit fast!”

Recently, we came across this article about a Dior ad that was banned in the UK for “exaggerating the likely effects of the product”. This got us thinking– do consumers just accept advertising, or take it with a grain of salt? And, more importantly, do they care?

For an example that hits closer to home, we can look at this graphic of advertised food versus reality. When you go to McDonald’s to grab a Big Mac, do you expect the advertised masterpiece or the actual Big Mac showcased here?

We decided to take a look at how consumers view advertising claims, and their opinions painted an interesting picture. Only 3% would describe claims in ads as very accurate, and only 21% would describe ads as somewhat accurate. We found out exactly which parts of ads they don’t believe– almost all pointed to Photoshop as an element of advertising deception.

Check out the infographic below for insights on ad perception, brand perception, and if brand advertisements really work.


Article by Andrea

Andrea brings a unique blend of marketing and public relations experience to the market research world. As the Director of Marketing at Lab42, she spearheads Lab42's marketing strategy and communication efforts, in addition to overseeing the development of Lab42’s infographics. Follow her on Twitter at @andreakempfer .


  1. Rbrayer says:

    how do i get just the info graphic so I can read it?

  2. Judy Talley says:

    I look at ads for the entertainment value.  We all know that the burger in the ad is not going to look like the one in the make me laugh..who can forget,,”where’s the BEEF?” or “Mama Mia! That’s a spicy meatball” “’re getting a DELL” classics!! Thanks Andrea!!

2 Trackbacks

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