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.

Lab42 Ad Perceptions Infographic FINAL

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