A new study finds that black-tie events are more likely to be advertised in a way that is misleading than white-tie or business events.
The study was conducted by the University of Colorado’s Marketing Research Center.
The report is being released Thursday by the National Association of Black Journalists.
The researchers examined advertisements in magazines, on billboards, and on TV and radio for Black Friday, the biggest shopping day of the year for consumers.
“I think it’s a matter of timing, timing,” said Paul Durbin, an associate professor of communication and public affairs at the University at Buffalo.
“You have an industry that is growing and you have people going out there and buying things.
And you have this big event that’s happening on Black Friday and the next thing you know you’re in the mail.”
A lot of people say they’ve seen ads on Black Fridays that were misleading, and a lot of that could be attributed to timing, Durbins said.
“It’s a lot harder to make people think they’re buying something when you’re delivering an invitation.”
The study’s authors said they were looking for a way to measure misleading ads.
“We were really interested in trying to see if there was a way of measuring how often those ads were misleading,” said James Hirschfeld, who conducted the research.
He said the researchers were surprised to find that Black Friday ads are more common than other major shopping days.
“If you go to any mall in the U.S., you’ll see Black Friday,” he said.
The most recent data from Nielsen shows that Black Fridays have been around since at least 1979.
The Advertising Standards Board of America, which has guidelines for how advertisers can market themselves, says a black-and-white television commercial on Black Tuesday is the most misleading type of advertising.
Durbinos research suggests that Black Thursday, Black Friday will become more common as advertisers focus more on selling products, including apparel.
The research was funded by the advertising industry’s largest trade group, the American Advertising Association.