Final answer:
An untestable claim about a product's benefits or attributes is considered a deceptive cognitive message. The FTC checks product claims for truthfulness, and deceptive messages are not allowed. Consumers are advised to be cautious with advertising claims, keeping in mind 'Caveat emptor' or 'let the buyer beware'.
Step-by-step explanation:
An untestable claim about a product's benefits or attributes is considered a deceptive form of cognitive message. This is because it cannot be proved or disproved, which means that consumers cannot verify the accuracy of the claims. The role of the Federal Trade Commission (FTC) is crucial in this context, as they examine factual claims about a product's performance. While exaggerated or ambiguous language and images that are not actually false may be allowed in advertising, claims that are clearly untrue are not permitted. Consumers are often reminded by the maxim 'Caveat emptor' — let the buyer beware — to be vigilant about such claims.
Examples of Cognitive Messages in Persuasion
When it comes to persuasion, examples of cues used in peripheral route persuasion typically include aspects like celebrity endorsements, positive emotions, and attractive models, but not factual information. Conversely, central route persuasion, which relies on the audience being analytical and motivated, involves and requires the use of fact-based arguments that can be critically assessed for their truthfulness.
Advertisements that use emotional appeals often target various emotions which, while persuasive, might not be relevant for establishing a product's factual claims.