AN IMPLIED DECEPTION IN THIS CASE, REFERS TO MODELS ON THE SCREEN, AND IN PICTURES, THAT MAY NOT BE CONSUMERS OF THE PRODUCT BEING ADVERTISED.
What do I mean? The next time you see any kind of Fitness Commercial or Photo Layout, pay attention to the number of Individuals that appear. In fact, just Concentrate on the Number that are actually seen using the Product.
Next, what PERCENTAGE OF THESE INDIVIDUALS, ACTUALLY GIVES TESTIMONY ABOUT THE RESULTS THEY ACHIEVED WITH REGULAR AND PROPER USE OF THE PRODUCT.
THEN COUNT THE NUMBER OF THOSE WHO SAY ABSOLUTELY NOTHING IF IT IS A T.V. COMMERCIAL, OR WHO ARE NOT QUOTED IF THE ADVERTISEMENT IS IN PRINT.
Notice the Difference? The Number of those who Reference Product Use, can be a Minority. However, even then, the point is not in the Numbers Alone. IT IS THE FACT THAT SOME OF THE MODELS HAVE NEVER USED, TO ANY REAL EXTENT, THE PRODUCT BEING SOLD. SO, TO HAVE THEM GIVE TESTIMONY ABOUT THE BENEFITS OF USING THE PRODUCT WOULD BE FRAUD.
Instead, they are put beside actually Consumers, to help sell the Product. Yet, there is never any Differentiation between the Two, in any part of the Text. Since they never give any type of ENDORSEMENT, IT IS NOT ILLEGAL.
However, the Prospective CLIENT, BUYER, OR USER does not realize this. If one or more of the Models is using the Product, and saying how great it is, the ASSUMPTION IS THAT THEY ALL HAVE USED AND BENEFITED FROM IT.
That is the IMPLIED DECEPTION. BEING SEEN AND NOT HEARD...
...AND IT WORKS.