Hundred Percent Juice

Advertising never lies. At least under the watchful eyes of authorities. However advertising can stretch the truth. That's right, a deception that blinds you into a shopping binge that defies any logical explanation. Yes I have been in advertising for more than 20 out of my 52 years to know how it works. And it's pretty shitty. To make it worst, the authorities can't do much because they are perfectly legal. So if you want to be a wiser shopper from now on, here are 5 deceptions (out of many) to watch out for. See if any of these sounds familiar.

1. Up to 80% Discount
How many times have you been tricked into entering a store with a big poster that screams 80% with a tiny 'up to'..next to it? Your first impression is everything in the shop is up for grabs at 80% off. But you are not that stupid. Uh uh. Only stupid enough to be drawn into the store hoping to check out what's up for 80%. You meandered round the store 5 times but still cannot locate the slashed price items. You gave up and awkwardly ask for assistance. She then point you to the bargain bin with just 2 items that are marked 80% off. You glare at the second-hand looking products with sheer disappointment. You look up and felt even more upset when you found yourself surrounded by a sea of 10% discount tags all over the store! But its too late. You are already at the cashier fishing out your credit card on something you don't need at 5% discount.

2. Only 2 Dollars A Day
The monthly statement you received from your credit card somethings comes with an extra bulk of leaflets merchandising products or services. They are called junk mails by the way. One of the common junks provided by the establishment is insurance. It's not easy to get someone to buy insurance these days. But the leaflet headline have a way of making you believe you can afford to buy up a policy and you won't feel a pinch. So the leaflet screamed..Hey You...Now You Can Feel Secure Forever With Only 2 Dollars A Day. What about in one year? Ok, you do the maths. Perhaps I should come up with an insurance scheme that says..Only 5 Cents A Minute.

3. Branded Frames only $10
'Yes its true sir' said the young but suspiciously unqualified optician. 'All these frames from Armani to Gucci are going for just $10 a piece. Please sit down and try some of them. I am sure one will fit your good looks' said the young patronizing girl. Seems like a great deal I thought to myself while adjusting a Guess on my nose bridge. I even suspect it may be imitation. But by the snug fit, it seems to rest comfortably around my ears unlike the non-branded ones. Anyhooo, to cut a long story short, I ended up paying $1200. No sirree! Not $10 but $1200! You see, what the Optical shops never include in the big posters are the prices of the lens. 'Oh sir, if you want high index lens, that will be extra $500. Multi-focus another $1000' said the cunning optician. (Me stretching the truth a bit here) Wink wink!
4. Best Buys
Don't be con by this one. If you see this poster hanging above some items, chances are they are not discounted because the store haven't yet apply for a permit to do a fancy store wide sales. They can only apply for it 4 times a year each time lasting about a month. So what is permitted is the word BEST BUYS during their quiet business period! Those 2 words does have an effect of a GOOD DEAL! But they don't. Trust me. I am in this ad business long enough. I know.

5. Aloe Vera 100% Gel
You heard about the healing effects of Aloe Vera extracts on dry skin or even wrinkles. You rush to a pharmacy and want to get something that is Aloe Vera based. But surprise surprise! You can't believe your eyes! You see a tube staring at you with a big word that says Aloe Vera 100% Gel. The price is also very agreeable. What more can you ask for? Its 100%. Totally pure. Right? WRONG. Read carefully. It says Aloe Vera 100% Gel. Still don't get it? OK, let me put it this way. It didn't say 100% Aloe Vera Gel. By law, advertising cannot claim that the gel is 100% Aloe Vera because it is not. They are a mixture of preservative compounds and artificial fragrances that forms the gel. However its not wrong to say that the mixture of gel is 100%. So the next time you want to reach out for a pack that says: Orange 100% Juice. You can be sure its not 100% Orange Juice.

There are lots more of these legal trickery but I'll let you tell me if you are observant enough. Happy shopping... Oops I mean happy spotting.

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