GuidoWorld

Chapter 5 The Art of Deception

On the screen the cartoon stomach sat on a couch complaining to a man for eating a pepperoni pizza. The man argued back at his stomach rebuking it for being overly sensitive. The screen flickered for a brief moment only to rejoin the man and his stomach, this time seated as in therapy, bickering endlessly. The man stating that the stomach causes him pain, and the stomach complaining of the abuse he suffers at the gastronomic habits of the man. Austin, reclining on the sofa, laughed at the exchange while grabbing another handful of popcorn. Claudia propped up against Austin’s knees, likewise, swung her head back to retrieve another handful of popcorn.

The barrage of old Alka-Seltzer commercials continued on the screen as a man in his bathrobe stiffly bemoans, “I can’t believe I ate the whole thing”. Seconds later Austin and Claudia chime in and sing, “plop, plop, fiz, fiz, oh what a relief it is”, in perfect syncopation with the commercial.

Pushing the pause button on the remote Austin announced, “now that’s the way you sell a product. The best way to

advertise is to entertain through humor, and keep the product in the consumer’s head through catchy phrases and jingles.”

Claudia had gotten quite used to these evening viewings of Austin’s endless library of TV commercials. Actually she had gotten used to seeing and hearing everything with the critical eye of an advertising executive. It didn’t matter if it was commercials, TV shows, movies or even books on tape, they all were prey to be critiqued and dissected by the ad man’s eye.

Austin used these viewing to teach and quiz Claudia on the ways of the advertising world. It was one of the major ways he taught her about his business world. It was also the best way she knew of to see and feel the thrill and challenge Austin got out of his work.

She could easily see how people used Austin for such a variety of purposes. He wasn’t a salesmen, or even just an ad man, but rather a student of the entire process of human influence. He thought more like a psychologist or philosopher than a business man. It was no wonder to her that powerful people of various fields sought ways to utilize the services of a genius like Austin. He was sensitive but objective, far seeking but able to see and value each individual event.

“Quiz time,” Austin bellowed, “Are you ready to test your wits against the time honored masters of the art of deception?”

“Bring it on,” called out Claudia shifting her body to a more upright position in anticipation of tonight’s game.

Austin played with the remote for a minute and soon the screen flashed out its first test. A man on the screen was talking about how Listerine works and its benefits. Having never been quizzed on this line of salesmanship before, Claudia strained to hear every word.

“And you thought this was going to be easy,” Austin teased.

“Sshhh,” admonished Claudia not wanting to miss anything being said.

“So, what’s the goal” Austin snapped at the end of the commercial.

“For you to buy the product,” Claudia said stalling.

“Duuuhh,” Austin barked sarcastically.

“The goal is for you to think that Listerine can stop bad breath,” Claudia said confidently.

“What did it say to support that idea?”

“Uh, it said that it kills germs on contact.”

“So, what does that mean?” Austin asked, with a smile.

“Well, they said the germs cause bad breath.”

“Well actually,” Austin gleefully pointed out, “they said germs that can cause bad breath, not do cause..”

“Oh, okay,” Claudia enthusiastically interrupted, “so they only imply that it causes bad breath, but it really doesn’t.”

“That’s the general drift of it,” Austin stated with obvious pride. “You see, they never say the germs are the only cause of bad breath, or actually do cause bad breath. The only thing they actually do say is that germs may cause bad breath. Now bad breath is a vague thing which can be caused by a number of factors. It can be brought on by diet, an infection, dental problems, etc.”

“What is most misleading is the phrase ‘kills germs on contact’. The reason it is so misleading is that your mouth gives birth to millions of germs each minute, so the impact of Listerine on the general germ population in your mouth is rather negligible.”

“I would have gotten that one,” Claudia protested, “if it’s to be my quiz then don’t give the answer so quickly”.

The next commercial was too easy for Claudia. She immediately recognized the product’s claim that “nothing has been proven to be more effective” was a non-statement. This statement could mean either that all the headache medications work the same, or that none has ever been proven to work in the first place. Austin laughingly pointed out that if the effectiveness of a product has never been clinically proven it sounds so much better to say “nothing has been proven more effective”, than “nothing has been proven less effective.”

The next commercial was about a pain reliever that was recommended by 4 out of 5 doctors. After a couple of minor hints, Claudia figured out the ad’s strategy. What the commercial wanted you to believe is that 80% of doctors would specifically recommend the product being mentioned over its competitors. Yet,

in reality, all it was saying was that 80% of doctors would recommend taking any of the over-the-counter medications. The other 20% could believe either that no medication was necessary, or they felt the problem required a prescription medication.

Austin seemingly content to make tonight’s quiz all on pain relievers then played a commercial where one aspirin company claimed their’s was stronger than its leading competitor’s. When Claudia admitted to being stumped, Austin explained the two aspirins were identical in their active ingredients, yet the one which claimed to be stronger just had a higher dosage than the other. All one had to do to make such a claim was to raise their dosage by a few milligrams. He also pointed out that upping the dosage was often done to allow a company to claim their product was new and improved.

“I’m tired of seeing commercials about pain relievers,” playfully whined Claudia, “can’t we see something else?”

Without saying a word Austin waited for Claudia to readjust herself and settle in against his legs before continuing. Over the next 10 or 15 minutes Claudia watched a series of commercials all showing shiny new trucks, mini-vans and RV’s speeding over open highways, slicing through difficult terrain or nimbly negotiating their way through falling rocks, trees and assorted debris.

“What do all of these commercials want you to believe about these vehicles?” asked Austin as he once again pushed the pause button.

“They want you to think that they’re pretty, reliable, sturdy and safe,” Claudia answered confidently.

“And what are they comparing these vehicles to?”

“To their competitors,” Claudia mumbled knowing that was probably not the answer Austin was looking for.

“Yes, but you said the trucks and mini-vans were safer, more reliable and sturdier,” Austin encouraged. “Safer and sturdier than what?”

“Cars, I guess,” Claudia replied still sounding unsure of where Austin wanted to go with this.

“Precisely!” enthused Austin.

“So many of the commercials showed these larger vehicles maneuvering through snow and around obstacles and coming safely to a stop just in the nick of time,” Austin began winding himself up. “Yet, many of these advantages were often overstated and misleading.”

Austin stood up and clearing his throat began, “First, the major reason these vehicles out performed cars in handling snow was because of their extra weight. It is this same extra weight which is at the root of their visual and verbal claims these vehicles are safer, sturdier and stop better. Yet, the extra weight doesn’t necessarily make them handle collisions better. In fact, there were many studies which showed many well designed cars handled collisions better than these highly advertised behemoths. Of course, it is also true that in many cases the larger vehicle will win in a battle of collisions. So, in many cases the smaller vehicle is only more dangerous if it runs into the large vehicle. With this logic it’s surprising we didn’t all end up driving tanks.”

Austin didn’t stop there. He went on to explain how the added weight of the vehicle actually caused the heavier vehicle to take longer to stop. Therefore, it is truly deceptive to imply that the larger vehicles stop quicker. He then pointed out that since the larger vehicles were seldom much wider than the average car much of their weight was vertical making it more likely for them to roll or turn over when having to execute a sharp turn at relatively low speeds.

“If this is all true,” interjected Claudia, “then why didn’t the car makers expose the fraud?”

“Well, the car makers are owned by companies which also produce the trucks and mini-vans,” Austin pointed out with glee. “So, the question should be, why did the auto makers want the American public to buy, big, bulky vehicles?”

“Because they’re more expensive,” Claudia said in a voice sounding more like a question than an answer.

“You bet,” Austin asserted. Steamrolling ahead Austin described how the bigger the machine the better it was for the economy, of not only the auto industry, but for many adjunct service industries.

He explained to her how small efficient cars had been eating away at the profit margins of auto makers for years following the gas shortage of the 70’s. Convincing the public to buy bigger vehicles allowed them to make more money per vehicle sold. Since many of the parts, as well as the body, were bigger companies dependent of auto and body repair and servicing could share in the increased profits.

Oil company profits benefitted by the reduced gas milage of vehicles saddled with all that added weight. Rubber companies, well, they had to make bigger tires. Austin pointed out how the commercials encouraged people to abuse and push the envelope with their vehicles, and how this dare devil attitude could do nothing but shorten the life-span of the vehicle insuring future sales. Instead of being concerned about gas mileage and the environment consumers were being invited to go out and “enjoy the open road”. The ads aimed at making driving less of a task, and more a form of exciting entertainment, and a symbol of American freedom.

Austin summarized his mini-lecture by pronouncing that the bulk of advertising had always been centered on the art of deception. He said that while much of progress is still dependent on inventions and gains in technology, a good portion of today’s energy and genius is consumed in the ability to influence the mass consciousness.

“The tendency to mislead is not just a business tactic,” proclaimed Austin, “but an integral part of almost every aspect of our society. Look, I’ll show you.”

Reaching into a shoe box filled with tiny diskettes Austin pulled out a couple and placed them in the top of one of the laser players in his media center. Within seconds Claudia found herself reading newspaper articles which were now being placed on the screen, most of which were about health related medical discoveries.

“What most people don’t realize,” Austin began, sounding like a classroom teacher, “is a great portion of the articles appearing in newspapers are not the result of reporter’s research or work in the field, but just taken off the wires or press releases sent to the paper by fax. They are usually only being edited if the paper is cramped for space making it necessary for them to trim some fat off the article. The beginning of the article is seldom altered with only the end paragraphs being trimmed or entirely deleted.”

Austin began pacing in front of Claudia as if he were presenting his case in front of the jury. “Now you’ll notice in a couple of instances I have the same article taken from two different newspapers. Take a minute to compare the two articles entitled New Cure for Doggie Depression.”

“The first one is longer and more detailed,” Claudia observed.

“Is the substance of the article altered by its being shortened?”, asked Austin.

“Sure,” replied Claudia, “the second one makes it seem like the pill solves the whole problem.”

“It’s a very common technique to begin a article with a sensational headline and follow it with a favorable slant only to have the tail end modify or set the record straight. The reason for this is obvious, first many people only see or pay attention to the headlines of many articles. Second many other readers are very busy or have a short attention span and will only pay attention to the first couple of paragraphs only to go on to the next story once the article gets technical or involved. Third, the writers know many newspapers will cut the last few paragraphs allowing the most slanted information to stand alone.”

“In the early part of this article these doggie downers are portrayed to cure a form of separation anxiety which afflicts millions of dogs. Only later do you learn only a relatively small number of dogs have a severe enough form of separation anxiety truly requiring medical attention. You have to go even further in the article to learn the pill is generally ineffective without being coupled with behavioral training. And only in the longer article is it explained that canine separation anxiety can be cured with just behavioral therapy, and the pill only helps speed up the process. They save letting you know the behavioral training is very slow and time consuming until the very last sentence. Someone, therefore, reading the headline and first two paragraphs would be totally mistaken in believing the pill alone can end a reportedly very common problem amongst pets.”

“That just looks like bad writing,” concluded Claudia.

“No, actually,” countered Austin, “it’s very good writing by the chemical company standing to make money off the product. A great deal of what’s in the paper are press releases and tacit commercials for or against a product, organization, or government.”

“Industries that sell products which are known to be unhealthy spend a lot of money funding research which will improve their products image. Every industry from beef, dairy and wheat, to alcohol, tobacco and coffee fund studies designed to find any possible health benefit, or challenge the certainty of previous studies finding fault with their products. Look at the article claiming that drinking wine is good for the heart. It’s only in the last paragraph you learn the benefits to the heart are also attained by eating grapes without the possible drawbacks included in alcohol consumption. The next article claims drinking two beers a day has been found to decrease strokes. Again you have to read well into the article before it briefly mentions it benefits one type of stroke, while actually increasing the chances of getting the type of stroke not involving a blood clot.”

Claudia puts her head under the hot steamy water for a few brief seconds. Her recollections of Austin and her watching commercials vanishes the moment her head slides under the water. Resurfacing, she sighs while looking down at the mountain of suds that had accumulated over her feet at the far end of the bathtub. Wiggling her toes she hears the bubbles rustle like leaves in the wind as they popped.

The entire evening she had spent pampering herself. Usually she only made one course meals for herself. Tonight, on the other hand, she had pasta primavera, minestrone soup, a salad with tomato, cucumber, carrot shavings, eggs and feta cheese. After her bath she plans on making a binet with a luscious hot blackberry sauce.

The walls of the bathroom are full of flickering shadows as the light from the candles dances off her hanging plants and the varied containers of soaps and shampoos she had placed around the tub. Breathing deep she takes in the heavy scent of lilacs which fills the air. A scent for some reason she finds most relaxing.

Rocking her shoulders ever so gently Claudia creates a small wave to lap at her chin. Claudia is glad to put an end to a long day of memories, and to be free of all thought in general. In this warm safe cocoon she lets everything fall away. The only thing that stands between her and a long night’s sleep, is her dreamy dessert. A dessert she will get to after a long yet timeless hypnotic soak.