"Tall" Coffees and Assault Weapons Presentation by: David Cooper and Adam Haile-Mariam
Tricks of the Deception Trade Christine's Story
Trick #4: Eye Candy • What just happened in that ad? • How did she lose that weight? • How many calories did those 7 items under 9 grams of fat have? • “By reducing my daily calories and replacing my usual fast food with Taco Bell’s® Drive-Thru- Diet®” – Christine • 150 – 340 calories per item
Trick #1: Misnomers • “Taco Bell® Drive-Thru- Diet”® • Diet Definition – • Food and drink considered in terms of its qualities, composition, and its effects on health • Such a selection or a limitation on the amount a person eats for reducing weight. - Dictionary.com - Quote from Taco Bell Website “Drive-Thru-Diet® is not a weight-loss program.”
Trick #2: Frame It and Claim It • Fresco • Fresh • Makes one think of items that are healthy, light, or organic
Trick #3: Weasel Words • “Fewer calories” • not as great in amount or degree • But not a specific amount • “Some food choices… are better than others” • Open ended comparison • Better than what?
Trick #5: The "Average" Bear • Average – The mathematical mean • Average – The ‘typical’ person • Average number of times Americans eat fast food per week – 3 times Average/Typical People? • “These results aren’t typical, but for me they’re great!” – Christine
Trick #6: The Baseline Bluff • Never specifies what amount of calories or fat she got from her usual fast food before switching to Taco Bell • Never know specific amount she then cut calorie intake from How much was she eating before?
Trick #7: The Literally True Falsehood • Lowered fat, increased sodium • Fat not only component in losing weight, eating healthier • “The Dietary Guidelines for Americans recommend limited saturated fat to 20 grams and sodium to 2,300 milligrams for a typical adult eating 2,000 calories daily.” • National Nutrition Guide
Trick #8: The Implied Falsehood • Advertisement never states that Taco Bell ® will make you lose weight • Even if you reduce calories, you maynever actually lose weight • She can lose it you can too?