Monday, December 23, 2019

Essay Cold Fusion - 979 Words

Cold Fusion: The Continuing Mystery In March of 1989, a discovery was made that rocked the scientific world. Stanley Pons and Martin Fleischman had announced that they were able to create and sustain a cold fusion process. After intense media attention, and corresponding interest in future test, the subject seemed to have faded away. Future tests proved inconclusive, and when the quick promise of easy energy didn’t materialize, most quickly forgot the subject. Little is said about the continuing research in the scientific community to further our understanding of the free energy enigma. Is it science fiction, on the border of legitamete science, or is it a practical field worthy of serious attention? nbsp;nbsp;nbsp;nbsp;nbsp;Cold†¦show more content†¦Cold fusion is only produced three out of ten times under the best conditions, but this is enough to justify continued research. The first transitors were only successful one out of a hundred times until the mechanisms were completely understood. The science of the reaction taking place in cold fusion is still not clear. When pieces of the puzzle begin to fit together better, the success rate will increase, and yields will go up. nbsp;nbsp;nbsp;nbsp;nbsp;The actual set up of a cold fusion cell is an electrolyte such as hydrogen or deuterium in which a electrode made of specially treated and prepared steel is immersed. The lattice structure of the metal is filled with the hydrogen, where the fusion occurs. The problem is most metals fracture when subjected to these conditions. High loading is the state in which the metal survives, and begins to produce energy. There are numerous different methods and materials that are used to accomplish this goal. The original was a Heavy water solution with an electrolyte, in which a current is passed between a palladium alloy electrode. Several other new methods are in use today but the most promising is the Ceramic Proton Conductor. In this case, a low current is passed through a strontium-cerium-oxide in deuterium atmosphere. The reaction gives off significant excess energy. nbsp;nbsp;nbsp;nbsp;nbsp;Cold fusion differs significantlyShow MoreRelated Cold Fusion Research Paper3560 Words   |  15 PagesCold Fusion Research Paper As the world becomes more aware of the growing need for a more abundant energy supply, one energy source has been swept under the carpet and virtually ignored. This source is cold fusion. Cold fusion is: â€Å"A reaction that occurs under certain conditions in supersaturated metal hydrides (metals with lots of hydrogen or heavy hydrogen dissolved in them). It produces excess heat, helium, and a very low level of neutrons. In some experiments the host metal has been transmutedRead More Nuclear Fusion a Feasible Source of Power Essay example2061 Words   |  9 PagesIs Nuclear Fusion a Feasible Source of Power? Abstract: Nuclear fusion may be an effective solution to the energy problem in today?s world. Fusion is environmentally friendly and has the potential to generate massive amounts of power. It is evident that the Sun?s power is fueled by nuclear fusion. Recent advancements such as ITER and NIF may bring us closer to being able to use fusion. We find that nuclear fusion is a long-term solution to a continuing problem. Introduction: Since theRead MoreClimate Change And Destruction Of Natural Resources991 Words   |  4 Pagesrun. Therefore, nuclear fusion is the way to go. Fusion can be powered by sea water for millions of years, emits no radioactive gas or greenhouse gas, and is safe (as opposed to fission). JET, a research institute in Europe, has already done it, generating 16 megawatts of power, enough to power 8,000 homes, in a matter of seconds. These reactors are unaffected by climate, geography, etc., so they are viable to use anywhere in terms of space. The only issues are that fusion is too expensive, and becauseRead MoreOil And Its Impact On The Economy1350 Words   |  6 Pageswas nuclear fusion, a process that would transform mankind forever. Nuclear fusion is the same process used by the sun, and all the other stars in the universe. Hydrogen is heated to unimaginably high temperatures and fuse, forming helium and releasing enormous amounts of energy. Fusion produced no radiation and no pollution, making it the energy source scientists dreamed of. Since as early as the 1950’s, there has been research into nuclear fusion. Unfortunately, motivated by the cold war, much ofRead MoreA Report Analyzing The Viability Of The Nuclear Fusion1730 Words   |  7 PagesCouncil Today I am writing you a report analysing the viability of the use of Nuclear Fusion as a energy source in your community. I will analyse the feasibility of this kind of nuclear power in your community by firstly explaining what nuclear fusion is and how it works. I will then use calculations to estimate how this new energy produced could compare to the amount of energy used by the city currently. Nuclear Fusion occurs when two small nuclei fuse to form a larger nucleus (this is not to be confusedRead MoreHow A Nuclear Bomb Works1487 Words   |  6 PagesHow a nuclear bomb works It refers to the use of nuclear bombs explosive reaction releases tremendous energy on the target causing destruction destructive weapons. Explosive nuclear reaction is the use of self-sustaining nuclear fission or fusion reaction proceeds rapidly, the instantaneous release of energy produced by nuclear reactions huge explosion and the formation of devastating destruction destructive effect. Extremely destructive bomb, now as a powerful national strength and performance heritageRead MoreIntroduction Of Plasm What Is Plasma?1208 Words   |  5 Pagesgas consisting of approximately equal numbers of positively charged ions and negatively charged electrons. Figure: Plasma globe (courtesy: Martin Koppe) Classification of plasma: Figure: Classification of Plasma What is Cold Plasma? Cold plasmas are those with Te Tgas. It is obtained in low pressure discharges or in short pulse discharges as Dielectric Barrier Discharges or ns discharges. What is Hot Plasma? Hot plasmas, or better thermal plasmas, are those with Te~TgasRead MoreThe Torus Shaped Vessel2415 Words   |  10 Pagesx shows how the cooling system works with a pipe with cooling fluid flowing through it is fitted through blocks of armour material which make up the targets. Looking to the future as projects grow in size towards DEMO, which will be a functioning fusion power plant, the demands on materials especially PFC’s are going to increase. For ITER the plasma facing components for the divertor are to be made of carbon fibre-reinforced carbon composite’s (CFC) and some sections tungsten armour materials butRead MoreStyle Over Substance in Truman Capotes In Cold Blood Essay506 Words   |  3 PagesStyle Over Substancenbsp;in Capotes In Cold Bloodnbsp;nbsp;nbsp;nbsp; nbsp; In Murder, He Wrote, William Swanson believes the stylistic techniques employed in Truman Capotes novel In Cold Blood are more memorable than the story itself. For Swanson, Capote not only captures the readers attention with a story about a horrific crime, but his use of diverse voices, sounds, and silences make it an event people will never forget. nbsp; Almost two decades after his initial exposureRead MoreThe War Of The Cold War1508 Words   |  7 Pagesstruggle. But the question is, what led to the Cold War? Was it the Soviets, who revoked their agreements to allow the people of Eastern Europe to determine their own fates by imposing totalitarian rule on territories? Or was it the Americans, who ignored the Soviets security concerns, terrified the world with the atomic bomb, and pushed relentlessly to expand their own international influence and market supremacy? The tensions that led to the cold war became evident in 1943. The Big Three allied

Sunday, December 15, 2019

The Advertising Industry Has Three Major Sectors Free Essays

Advertising Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion. We will write a custom essay sample on The Advertising Industry Has Three Major Sectors or any similar topic only for you Order Now Advertising involves the process where in a massage is designed so as to promote a product, a thought, an idea or even a service. The concept of advertising has assumed a dynamic form with the use of the various mediums of communication. From the newspaper, magazines, posters, neon and fluorescent signboards, billboards to the commercial on TV, laser shows to inflated high-rise figures and objects, advertising has come a long way. The work is formidable as it spearheads a process intended to attract, modify, change and influences public opinion. From the local business to multinational firm and all need to advertise. While politicians, social organizations, government special groups need to advertise their motto, national airlines, auto mobile manufactures, food and consumer goods manufacturers have to reach the consumer. Specialist products and services are often advertised through trade magazines and exhibitions. Lately mail-shots, handbill circulation, special offers have become very popular. There are still other ways of advertising. There are window displays, display on telephone directories, transit sign on buses, lamp posters, banners, etc. Advertising through the electronic media has been perhaps the most popular medium. Advertising, as an effective medium, uses a variety of techniques to create effective advertisements. A basic appeal is at the heart of advertising. Slogans and product characters are created to catch the attention of the viewers. Most winning advertisements would encompass factual information with emotional appeal. The advertising industry has three major sectors. †¢Business or organization which wishes to advertise, Media which provides the medium for advertising and †¢Ad-agency which creates the ad to suit the need of the firm. Ad agencies vary in the size and turnover. Nevertheless the process of creating an ad remains the same. The annual expenditure on the advertising has been to the tune of Rs 8000 crores and the figure could be higher. USA has projected media spending on advertising on the net to approximately $7700 by the turn of the century. The scope for advertising professionals c ertainly shows an upward trend. How to cite The Advertising Industry Has Three Major Sectors, Essay examples

Saturday, December 7, 2019

Deceptive Advertising Essay Example For Students

Deceptive Advertising Essay Deceptive AdvertisingAs a consumer in a world of constant advertising messages being flashed before my eyes, I am always wary of the truth of those messages that I see. It is terrible when consumers see an advertisement, whether it is in a magazine, television or any other medium, and they decide to make a purchase only to find out they are not getting what they originally planned or have to pay more than they had expected. Deceptive advertisements have been a problem since the early days of media and consumers have needed to keep an eye out for them. Yet, with so many advertisements that consumers are exposed to each day, worrying about the truth of every line and every sentence of an ad is quite inconvenient. Advertisers must follow strict guidelines to stay clear of lawsuits resulting from deceptive advertisements. I will be focusing on automobile advertisements and how consumers have been deceived through their ads. We will write a custom essay on Deceptive Advertising specifically for you for only $16.38 $13.9/page Order now Deceptive advertising can be described as advertising which is misleading in a material aspect. (Simon 256) This definition would include all the false and misleading advertisements that would appear in print, television, radio, outdoor and direct mailings. As well as more non-traditional forms of advertising like transportation ads along with the use of pictures, trade names, display materials, labels, sales talks, sales letters, price lists and catalogs. As any consumer can see, advertisers have many means by which they can trick or deceive us consumers into buying products not planned for. Unlike most tort cases that are decided in the courtroom by a judge, most deceptive advertisement claims are turned over to governmental agencies like the Federal Trade Commission. Agencies like the FTC are better suited to handle these cases because they have the necessary expertise to make proper decisions. So before an ad can be deemed deceptive, a complaint must be made to the FTC. From then an investigation can be made into the falseness and deceptiveness of the advertisement. The FTC tests to see the reaction from other consumers as to how misleading the ad is. These tests are done in the atmosphere and under the same circumstances as the actual consumer would be in. The test is based on the casual reaction of the consumer and the impression that they received from the ad. This public view of the ordinary and trusted mind has been described as uneducatedprejudicedimpressionable, gullibleand stupid. (Simon 257) These average people are the ones that will view or listen to the alleged deceptive advertisements and explain what they think they are going to get out of it. There are stricter controls when the ads are aimed at children, foreigners or the sick but hopeful. These tests to determine falsity are very important in a deception case. Another test that the FTC performs is to deter mine if nondisclosure was used as deception. This means that the advertiser would tell the truth about some of the information but leave out undesirable information to the consumer. Less appealing facts about the product would remain out of the ad, as in many cases dealing with hidden costs. As a consumer this is possibly the most harmful when dealing with deception because the ad doesnt reveal all of the information needed to make a clear decision necessary to make a good purchase. Arrangement and layout of the advertisement is another aspect to be considered when telling if an ad is deceptive. If the advertisement has a lot of visual impact the underlying message, or the important details of the product, may be looked over. Sometimes an ad will focus heavily on the positive selling arguments and overlooks or downplays the negative/detail-oriented messages. When advertisers do this the consumer naturally focuses their attention on the positives and may make a decision not realizing the hidden costs or anything else that may be included somewhere else in the ad. The uses of asterisks are a common way that advertisers let the consumer know that there is addition information, usually in small type. However, the small type is rarely ever read and practically nonexistent to the average reader. In conjunction with the placement of the negative aspects of the ad are the sizes of the type used to display those messages. Like stated before the size of the type pushes average readers away and the messages are rarely read. Consumers tend to focus on the bolded headlines and the visuals, thus making them oblivious to the important facts of the product. For example, when advertisers for alcohol place a print ad the mandatory statements are very small; some needed a magnifying glass to read. (Simon 261)In the case of Grey Advertising, Inc. v. the Federal Trade Commission, Grey Advertising used deceptive advertising in commercials for Mitsubishi Motor Sales of America, Inc. Grey evidently created and disseminated automobile lease advertisements that violated the FTC Act, the Consumer Leasing Act, and Regulation M, according to case documents. A consumer lease is a contract in the form of a lease or bailment for the use of personal property by a natural person for a period of time ex ceeding four months, and for a total contractual obligation not exceeding $25,000, primarily for personal, family, or household purposes (Internet) The problem started when the ad stated an amount down at the initiation of the lease agreement was not the total amount the consumers were to pay. Consumers have to pay other costs in addition to the down cost which include things like security deposits, first months payment and/or an acquisition fee to lease those cars. In addition, the ad failed to show the terms of the lease in a clear manner that the consumer could reasonably understand. Grey Advertising had prepared and disseminated three lease advertisements for Mitsubishi in which two were television ads and the third being a print ad. The first television ad is as follows:(Audio) Lease for zero down and just two forty-nine a month for thirty-six months.(Video) MITSUBISHI GALANT S$0 DOWN $249 A MONTH, 36 MONTHSAt the bottom of the screen read, in dark print on a similarly dark bac kground:First payment, plus a $0 down payment and a refundable security deposit of $250 (in NY, final monthly payment of $249 in lieu of security deposit) due upon delivery. 36 monthly payments based on MSRP of $18,043with a dealer capitalized cost reduction of $922, excluding tax, title, license, registration, regionally required equipment, dealer options, and charges for a 36-closed month closed-end leaseTotal payments: $8964. Lessee liable for maintenance, non-warrantable repairs, excess wear and tear, and up to 15cents/mile over 36,000 miles and $350 disposition fee and applicable taxes at lease end. Option to purchase at lease end for residual value of $10,068, plus applicable fees and taxes and purchase option fee of $150 This fine print was displayed on the bottom of three separate screens, each containing a block of at least seven lines, and the block was only showed for about three seconds each. .u92569c01cf4813f515513a64eeb35b27 , .u92569c01cf4813f515513a64eeb35b27 .postImageUrl , .u92569c01cf4813f515513a64eeb35b27 .centered-text-area { min-height: 80px; position: relative; } .u92569c01cf4813f515513a64eeb35b27 , .u92569c01cf4813f515513a64eeb35b27:hover , .u92569c01cf4813f515513a64eeb35b27:visited , .u92569c01cf4813f515513a64eeb35b27:active { border:0!important; } .u92569c01cf4813f515513a64eeb35b27 .clearfix:after { content: ""; display: table; clear: both; } .u92569c01cf4813f515513a64eeb35b27 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u92569c01cf4813f515513a64eeb35b27:active , .u92569c01cf4813f515513a64eeb35b27:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u92569c01cf4813f515513a64eeb35b27 .centered-text-area { width: 100%; position: relative ; } .u92569c01cf4813f515513a64eeb35b27 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u92569c01cf4813f515513a64eeb35b27 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u92569c01cf4813f515513a64eeb35b27 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u92569c01cf4813f515513a64eeb35b27:hover .ctaButton { background-color: #34495E!important; } .u92569c01cf4813f515513a64eeb35b27 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u92569c01cf4813f515513a64eeb35b27 .u92569c01cf4813f515513a64eeb35b27-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u92569c01cf4813f515513a64eeb35b27:after { content: ""; display: block; clear: both; } READ: Descarte`s Cartesian Doubt EssayThe second television ad is as follows:(Audio) Lease for just two forty-nine a month for forty-eight months with a thousand dollars down.(Video) $1000 DOWN $249 A MONTH 48 MONTHSAgain at the bottom of the screen in fine white print on a dark-colored moving background reads:First payment, plus a $1000 down payment and a refundable security deposit of $250 (in NY, final monthly payment of $249 in lieu of security deposit) due upon delivery. 48 month payments based on MSRP of $18,747with a dealer capitalized cost reduction of $1,289, excluding tax, title, license, registration, regionally required equipment, dealer options, and charges for a 48 -month closed-end leaseTotal payments: $11,952. Lessee liable for maintenance, non-warrantable repairs, excess wear and tear, and up to 15cents/mile over 60,000 miles and $350 disposition fee and applicable taxes at lease end. Option to purchase at lease end for residual value of $8,436, plus applicable fees, taxes and purchase option fee of $150This fine print was again displayed on the bottom of three separate screens, each containing a block of at least seven lines, and the block was only showed for about three seconds each. The third advertisement, the print ad, is as follows:$0Down Plus$500CASH BACK*Now, lease for 36 Months orBuy a Galant S*LEASEORBUY$0 DOWN$249 A MONTHAt the bottom of the page, in small print, reads the following lease disclosure:**First payment, plus a $0 down payment and a refundable security deposit of $250 (in NY, final monthly payment of $249 in lieu of security deposit) due upon delivery. 36 monthly payments based on MSRP of $18,043 for a Galant S with automatic transmission (FOG A88), with a dealer capitalized cost reduction of $922, excluding tax, title, license, registration, regionally required equipment, dealer options, and charges for a 36-month closed-end lease rounded to the nearest dollar. Total payments: $8,964. Lessee liable for maintenance, non-warrantable repairs, excess wear and tear, and up to 15cents/mile over 60,000 miles and $350 disposition fee and applicable taxes at lease end. Option to purchase at lease end for residual value of $10,068, plus applicable fee s and taxes and purchase option fee of $150 The FTC brought up three counts against Grey Advertising and Mitsubishi for deceptive advertising. These counts are misrepresentation in lease advertising, failure to disclose adequately in lease advertising, and violations of the Consumer Leasing Act and Regulation M. The Consumer leasing Act is a 1976 amendment to the Truth in Lending Act that requires disclosure of the cost and terms of consumer leases and also places substantive restrictions on consumer leases. (Internet) The FTC claimed that the ads presented the information about additional costs in an unreadable print that appeared 1) in type too small; 2) for too short a duration; 3) in quick scrolling text; 4) against moving or distracting backgrounds; and/or 5) in a location far removed from the more prominent representations. (Internet) In count 1, misrepresentation in lease advertising, the FTC said that Grey and Mitsubishi advertised the down payment as the total amount that t he consumer would have to pay. But, there were additional costs involved in the lease of the Galant S including the first months payment, security deposit and lease inception and others. The FTC concluded that the ads were misleading and that both the agency and Mitsubishi should have known that the ad was misleading to the consumer. Thus, they were using deceiving advertising which would affect commerce in violation of Section 5(a) of the FTC Act. In claim 2, failure to disclose adequately in lease advertising, the FTC stated that the intentional failure to hide important leasing information is deceptive. Consumers are likely to make ill-advised decisions without the whole truth about all the additional costs involved in leasing a vehicle. As in claim 1, this claim also violates Section 5(a) of the FTC Act. .u7cadac5e0394220132b72f2f963f7470 , .u7cadac5e0394220132b72f2f963f7470 .postImageUrl , .u7cadac5e0394220132b72f2f963f7470 .centered-text-area { min-height: 80px; position: relative; } .u7cadac5e0394220132b72f2f963f7470 , .u7cadac5e0394220132b72f2f963f7470:hover , .u7cadac5e0394220132b72f2f963f7470:visited , .u7cadac5e0394220132b72f2f963f7470:active { border:0!important; } .u7cadac5e0394220132b72f2f963f7470 .clearfix:after { content: ""; display: table; clear: both; } .u7cadac5e0394220132b72f2f963f7470 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u7cadac5e0394220132b72f2f963f7470:active , .u7cadac5e0394220132b72f2f963f7470:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u7cadac5e0394220132b72f2f963f7470 .centered-text-area { width: 100%; position: relative ; } .u7cadac5e0394220132b72f2f963f7470 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u7cadac5e0394220132b72f2f963f7470 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u7cadac5e0394220132b72f2f963f7470 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u7cadac5e0394220132b72f2f963f7470:hover .ctaButton { background-color: #34495E!important; } .u7cadac5e0394220132b72f2f963f7470 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u7cadac5e0394220132b72f2f963f7470 .u7cadac5e0394220132b72f2f963f7470-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u7cadac5e0394220132b72f2f963f7470:after { content: ""; display: block; clear: both; } READ: English Vs Math EssayIn claim 3, violations of the Consumer Leasing Act and Regulation M, the FTC states that Grey and Mitsubishi do indeed include the required terms needed to meet Regulation M. The ad included one or more of the following terms of Regulation M: that the transaction advertised is a lease; the total amount of any payment such as a security deposit or capitalized cost reduction required at the consummation of the lease or that no such payments are required; the total of periodic payments due under the lease; a statement of whether or not the lessee has the option to purchase the leased property and at what price and time or the method of determining the pur chase-option price; and a statement of the amount or method of determining the amount of any liabilities the lease imposes upon the lessee at the end of the term. (Internet) Although this information is included in the advertisement, the ads do not display that information in a clear and conspicuous manner. Due to the fact that the information is in very small type, against a background of a similar shade, shown for a very short time with background sounds and images that distract from the message, the ad is considered deceptive because it violates Section 184 of the Consumer Leasing Act and Section 213.5(c) of Regulation M. As stated before, the Federal Trade Commission settles deceptive advertisement cases. The proposed settlements brought against Grey Advertising and Mitsubishi Motor Sales, Inc. would prohibit the ad agency, in any motor vehicle lease advertisement, from misrepresenting the total amount due at lease signing or delivery, the amount down, and/or the down payment, c apitalized cost reduction, or other amounts that reduce the capitalized cost of the vehicle. (Internet) Whenever the agency or the carmaker runs an ad the focuses on and amount downor other amounts due at lease inception there would have to be an equal amount of attention given to the total amount due at lease inception. The settlement would also prohibit any misrepresentation as to the existence and amount of any balloon payment or the annual percentage rate in a closed-end credit advertisement involving motor vehicles. (Internet) All further advertisements must communicate the disclosures in a clear and conspicuous manner. The FTC will monitor the actions of Grey Advertising through various record keeping and reporting requirements. Each of the violations may face an $11,000 civil penalty by the FTC. After this case was heard the FTC issued a consumer alert named Look Before You Lease to assist consumers in leasing terms and questions to ask before deciding to lease or buy a vehicle. According to Arizona Attorney General, Grant Woods, This settlement is historic He claims that this case will force companies to avoid hiding information in the fine print at the bottom of the ads and claim that the consumers should have understood it. This settlement will help consumers feel more comfortable when they go through the leasing process. Hopefully, consumers wont have to worry about deceptive advertisements because advertising agencies and automobile companies will have to clearly state all the costs and conditions in a clear manner. One day I plan on purchasing a new car and it is very likely that I will lease it. This settlement between Grey Advertising and the Federal Trade Commission will put some ease to the consumer because they know that the advertisements should be truthful and t hey should contain all of the information necessary to make an informed decision. It will still be necessary for the consumer to read through ads completely and carefully, not relying solely on the large, bold copy of the ad. Print ads, especially automobile ads, try to be visually pleasing to the eye but there is a need for the negative information to be displayed. As a general rule to the consumer, always be as informed as possible before making a purchasing decisions. Buyers beware. Works Cited PageFTC DRIVES TO END THE BLUR IN CAR LEASING ADS, (August 28, 1998)