Love or hate ‘em, you’re hitched to advertisements, and by default, also to their fine print. There are many discussions on whether ads work, what effect they have and who they’re really intended for. We don’t, as a whole, take ads seriously unless we are one of the converted. Yet we should take small print in ads seriously, especially if we are converted.

In print, ads are not so much of a bother; we can easily skip over them. On live TV it’s different. At best we can mute the channel or, god forbid from the point of view of whoever paid for the ad, switch to another, get up for a break, snooze, or take care of some small business. In any case, here we’ll look at what’s really going on and what we can do to shield ourselves from the hazards of small print and fine print. Note that fine is not necessarily small.

Advertisements tell us about what kind of choices we have in the marketplace, yet note that the choices given are only what the advertisers see as viable commercial ones, not the possible ones and there’s the rub. The not so viable commercial choices are absent, yet we may want them if we know what they are.

Advertisers are also more interested in you if you have more money to spend. The more money you have, the more money they’ll spend on advertisements targeted at you. Their prize is your pocket book or wallet. Your well being may or may not be in their picture. On the other hand, folks with less money are not ignored. Witness the advertisements for help with bad credit.

Values are subjective constructs and advertising unashamedly plays with them. It makes things more real than reality itself. Perceived values are embellished. Colors are intensified or flattened and background details are added or subtracted to create special effects that are designed to trigger the impulse to buy or to get you to relate positively to the message. Voice and sounds are manipulated to reinforce images and pitches. There is no doubt that advertisements are a species of propaganda. Enjoy the ad ride, but be aware you’re not in an amusement park. Disney World it isn’t unless it is.

Ads are sometimes written by tricksters. Here are two examples. An ad with bold, towering print and low price quotes for cruises had the following very fine print disclaimers:

Limited availability; prices shown are min. for selected departure dates (not stated); other dates higher; not responsible for last minute changes of prices or itinerary by cruse line, or any errors or omissions in the content of this ad; some restrictions and cancellation penalties may apply. We don’t know availability, the selected dates, higher prices for non-selected dates, penalties for cancellation or other restrictions.”

What do they know? They hope you will ask. The fine print in the ad , whatever you can make out of it, is actually a litany of questions to ask the agent if you are not scared to dial the toll free number. Note that the word ‘minimum’ is abbreviated- easier to miss that way. That list of disclaimers is a beauty. Should you call? Only if you haven’t read the fine print. In that case … enjoy the cruise whenever, wherever, at whatever price.

Travel fraud is not uncommon and folks planning a vacation seem to be in a frame of mind that makes them vulnerable to ads with exotic landscapes. So check out destination details, which may surprise you. The advertised choice hotel may be a renovated shack. The beach front may be a mile away. It’s much better to seek out a travel agent than have one seek you out.

A large newspaper ad for a Pope John Paul Memorial Commemorative coin was advertised to be issued directly from The Roman Monetary Authority. The fine print on the bottom stated that the so-called Roman Monetary Authority is simply an Independent Corporation. The ad in bold print says that only a total of 500 Commemoratives will be issued per nation. How many nations are there? You get different answers depending on who you ask. The United States recognizes 192 independent nations, excluding Taiwan for political reasons. Using the 192 figure, we come up with a 96,000 coin “limited release”. Then again, who’s counting?

The bottom line is that you should step cautiously in the minefield of advertisements. Here’s an Ad Checklist:

• In advertisements look at the small fine print first.
• Check the offer date limitations in advertisements.
• Are photos for illustration only and do not represent advertised items.
• Do discounts or terms of the offer apply only to minimum dollar or quantity purchases?
• Are there specific items excluded from any discounts? What are they?
• Are any of the advertised products excluded from the promotion?
• What is the interest rate after the end of any free financing period?
• Are there limits on multiple purchases?
• Are rain checks available?
• Is the offer good only while supply lasts? What is the supply?
• Are any locations exempted from the promotion?
• Are there Free Delivery distance disclaimers?
• Does a warranty apply only to the original owner?
• If a monthly service is cancelled, is the monthly service fee prorated?
• What is the order cancellation policy?
• What, if any, is the return policy?
• If the so-called monthly billing cycle 12 or 13 times a year?
• If you are making a financial investment in a new venture, check with your tax and/or legal counsel.
• If you are making a financial investment in a new venture, check for missing fine print. Are they telling you everything?
• What are the late payment penalties? These can knock you out. And they’re always in the small print.
• What does the advertisement or contract say about discontinuing any service?
• Is there a minimum purchase amount for the offer?
• Never make a late payment if humanly possible. The penalties for late payments are serious.
• Never use credit until you know what your credit limit is.
• Review your credit report before borrowing more.
• Know exactly what all the advertisements you read or watch say.
• Remember: advertisements are propaganda.
• Shred all advertisements for unwanted credit cards.

Hank Javora