欧莱雅广告欺诈

Cosmetic Ads' Science Claims Lack Foundation

"Clinically Proven." "Breakthrough Technology." "Ten Years of Genetic Research." These are phrases you might expect to find in the pages of Scientific American. But these descriptions also show up in commercials and print ads for cosmetics.

Now a study finds that some - well, make that a lot - of those science-sounding claims are simply not true.

Researchers looked at nearly 300 ads in magazines such as Vogue. They analyzed claims in the ads and ranked them on a scale ranging from acceptable to outright lie. And they found that just 18 percent of the boasts that the researchers looked at were true. 23 percent were outright lies. And 42 percent were too vague to even classify. The study is in the Journal of Global Fashion Marketing.

The Food and Drug Administration regulates what goes into your cosmetics and what goes on the label. If a claim is blatantly untrue, the FDA can take action. Vague language on labels may be a way to keep the FDA at bay.

Meanwhile, ads are regulated by the Federal Trade Commission. Just last year they charged L'Oreal for deceptive advertising of its Génifique products, which the company said were "clinically proven" to boost genes' activity that would lead to the production of proteins causing "visibly younger skin in just seven days." A settlement agreement forced L'Oreal to back off on the claims.

So take those cosmetic ads with a grain of that salt scrub - after all, if scientists had really come up with a product that reversed your wrinkles or grew your eyelashes, it would sell itself.

参考译文

临床证明有效,重大科技突破,十年基因研究,你可能会在科学美国人的杂志上看到这些词,但是现在,这些词还会出现在电视和杂志上的化妆品广告里。

一项研究发现:部分广告,甚至是大部分广告,听起来很科学,其实并不真实。

研究人员对期刊杂志上近三百个广告进行了调查,比如美国时尚杂志。他们分析了其中的广告词,并按可信度进行排名,从可以接受到纯属欺骗。结果发现只有 18% 的广告效果属实,有 23% 纯属欺骗。还有 42% 由于语义模糊无法归类。这项研究发表在全球时尚营销杂志上。

美国食品药品管理局负责监管化妆品上标注的成分是否属实。如发现广告词中包含明显虚假信息,食品药品管理局将采取行动。因此语义模糊成了逃避监管的一种惯用手段。

同时,广告还受联邦贸易委员会的监管。去年,巴黎欧莱雅肌因赋活系列产品就被指控涉嫌广告欺诈。当时公司广告声称,这些产品可以赋予基因活力,促进蛋白生成,让肌肤看上去年轻七岁。最终裁决欧莱雅不得不撤销该广告。

所以,那些化妆品广告不可尽信。如果科学家哪天真的发明出一款可以祛除皱纹、增长睫毛的产品,不用广告推销,它都能卖得很好。

词汇表

  • sounding 听上去
  • blatantly 公然的,明显的
  • keep at bay 不使逼近,牵制
  • vogue 时尚
  • salt scrub 浴盐

仅有一条评论

  1. Charlie

    你一定要看一下这篇文章,很多化妆品都是假的。

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