#5: Fake Science
If you’ve ever seen commercials for haircare or skincare products, dish detergent, medicine, or paper towels, you’ve seen this quasi-scientific demonstration. It works like this: While the narrator is describing the superior function of the product, you get to see a visual of the scenario but it is meant to look scientific.
For example, paper towel is shown on a split screen, soaking up liquid more effectively than the “leading brand”. And over-the-counter medicine is usually seen at work in a human-shaped silhouette, sending green or blue liquid to ease a throbbing orange light. Hair product and dish detergent commercials follow a similar pattern.
In this example below, I have no idea what the language is but the pseudo-science proves my point.
It doesn’t bother me that advertises use science in their marketing; that can be very compelling. What does bother me is when advertisers use fake science or snappy graphics to pass for science.