Advertising Slogans invokes the following three Halachos.
1. Deceiving any human being in a manner is a form of theft and is a biblical prohibition [Maseches Chulin 93b].
2. Additionally, tricking any human being even without causing him or her financial loss or damage is a rabbinical prohibition. This includes garnering undeserved praise or feelings of gratitude through feigning a false impression of benevolence and virtue.
Explanation:
Just as one may not steal another person's money one may not manipulate another's feelings of gratitude and steal his or her heart [Shulchan Aruch HaRav: Hilchos Ona'ah U'Genevah 11, 12].
Exception:
Creating an atmosphere within which the victim is to blame for not thinking responsibly is not included in these prohibitions. [Maseches Chulin 93b (See Issues # 46 and # 47 for more exceptions and details)
3. Thus, it is forbidden to misrepresent merchandise for sale. For example, one may not paint used merchandise to appear as though it is new [Aruch Hashulchan 228: 5].
Exception:
However, once it becomes so common for used merchandise dealers to paint their merchandise as new - to the extent that everyone understands that they can no longer pass critical judgment on the goods based upon the appearance of its paint job, painting ceases to misrepresent the article as new. At that point, it becomes permissible for used merchandise dealers to paint their merchandise as new [ibid.].
Application:
Objectively, although, these six slogans are not literally true, anyone understands that their particular implications are subject to variables beyond the control of the respective aforementioned companies.
Instead of conveying the implied concepts, each slogan is employed as a witty phrase through which the respective company wishes to be remembered. A consumer, who truly assumed the mottos to be true, fooled him/herself. Under such circumstances, the company is not guilty of misleading the public, [unless of course the motto and its supportive advertising contexts convey objectively misleading information][1].
Nevertheless, Rav Yitzchak Berkowitz ruled that in aspiring to perfect one's character, advertising strategies should highlight the company's advantages rather than express untruths and worse. ◆
Point to Ponder:
Advertising strategies often appeal to the consumer to buy on impulse instead of reasoning. Is such practice ethically correct?
[1] Note: Our readers may be interested in researching a US Supreme Court case between Pizza Hut and Papa Johns, regarding Papa Johns advertising slogan "Better ingredients. Better pizza." . Pizza Hut filed a federal false advertising lawsuit against Papa Johns.
