Figure 5
Verbal Disclosure

“>

ooo ooo

| Announcing
Turkey With

7 A Difference! | é a FR
L

New Bradley Right Slices deliver the taste of oven
roasted turkey with less than 1/2 the sodium of other
leading brands!

Although Right Slices is not a low sodium food,
switching to Right Slices can help you cut back on
sodium.

_ And that's important news. Because diets high in
sodium can increase the risk of high blood pressure
and heart disease!

So Switch to Right Slices.
The Better Way to Make a Sandwich!



i. ——<$—» 1 ——— a
7 in 7 i im it ia

J

ANNOUNCING MATTERHORN
SWISS CHEESE SLICES!

New Matterhorn Swiss Cheese Slices Are the
Easiest Way to Add Taste to Any Meal!

And Matterhorn is High in Calcium, Too!
That's Good News! Eating Foods That Are High in
Calcium May Reduce the Risk of Osteoporosis.

Saturated Fat Per Serving: 7g
% of Maximum Daily Value: 35%
Diets high in saturated fat may
increase the risk of heart disease.

Try the Fresh Taste of Switzerland Today! rf

Original Strong Disclosure


Figure 4
Highly Qualified
Claim

ANNOUNCING NEW ACE
ANTIOXIDANT VITAMIN
SUPPLEMENT?

What We Know About Antioxidants and Cancer
Scientists have known for some time about the special

health benefits of fruits and vegetables that are rich in
. antioxidants like vitamins A, C, and E. Eating plenty of
6b these foods can reduce the risk of certain kinds of cancer.

Some medical studies are now suggesting that supplements containing these
same antioxidant vitamins may also reduce the risk of cancer.

What This Means To You

It’s too early to tell for sure. Some recent studies have failed to show that these
vitamins protect against cancer. Longer term research is needed. In the
meantime, always eat a balanced diet with 5 to 9 servings of fruits and vegetables
a day. And to make sure you get the antioxidant vitamins you want, try new
ACE Antioxidant Supplement.

ACE. The Complete Antioxidant Group



i

- NOTHING WARMS UP A MEAL _
LIKE Hick and Healy MINESTRONE!

And ‘Rich and Healy Minestrone Soup is High in

Fiber, too! That's good news! Eating Diets That
Are Low in Fat and High in Fiber May Reduce
the Risk of Some Forms of Cancer.

Sodium Per Serving: 840 mg

A PART OF YOUR MEAL
‘PLANS TODAY! |

Absolute Disclosure



Figure 1
Control

ANNOUNCING NEW ACE
ANTIOXIDANT VITAMIN
SUPPLEMENT!

New ACE vitamin supplement
contains the same antioxidant
vitamins found in fruits and
vegetables. Antioxidants like
vitamins A, C, E, and more!

Now you can get the antioxidant vitamins
you want everyday in just one tablet!

ACE. The Complete Antioxidant Group |



Figure 7
Control

Announcing Pew —
MBetter MWlend
Margarine!

New Better Blend Margarine Delivers the Taste You
Want Without Any Trans Fatty Acids!

Now you can avoid trans fatty acids and still get the
taste of a great margarine. And Better Blend costs
no more than ordinary margarine!

Better Blend is the Better Choice



Figure 3
Qualified Claim

ANNOUNCING NEW ACE
ANTIOXIDANT VITAMIN
SUPPLEMENT!

The Complete
Antioxidant
|S Group _

What We Know About Antioxidants and Cancer

Scientists have known for some time about the special
health benefits of fruits and vegetables that are rich in
antioxidants like vitamins A, C, and E. Eating plenty of
these foods can reduce the risk of certain kinds of cancer.

Some medical studies are now finding that supplements containing these same
antioxidant vitamins may also reduce the risk of cancer.

What This Means To You

It looks promising, but scientists won’t be sure until longer term research is
completed. In the meantime, always eat a balanced diet with 5 to 9 servings of
fruits and vegetables a day. And to make sure you get the antioxidant vitamins
you want, try new ACE Antioxidant Supplement.

ACE. The Complete Antioxidant Group



Figure 3
Relative Disclosure

Turkey With | *
A Difference! | ZL wan

New Bradley Right Slices deliver the taste of oven
roasted turkey with less than 1/2 the sodium of other
leading brands!

And that's important news. Because diets high in
sodium can increase the risk of high blood pressure
and heart disease!

Sodium % of Max.

|

| |

| Per Serving —_ Daily Value |
|

Right Slices: 240 mg 10%

| Most Leading Brands: 600 mg 25%

| |

So Switch to Right Slices.
The Better Way to Make a Sandwich!



| 7 my TF FF a ae
an | 7 u 7 a a

ANNOUNCING MATTERHORN
"SWISS CHEESE SLICES!

New Matterhorn Swiss Cheese Slices Are the
Easiest Way to Add Taste to Any Meal!

And Matterhorn is High in Calcium, Too!

Try the Fresh Taste of Switzerland Today! ©

Nutrient Content Claim


Figure 10
Highly Qualified

Claim
“IN oe a

——«- Better Blend —
— HMlargarine!

or

New Better Blend Delivers the Taste You Want Without
Any ‘Trans Fatty Acids!

What We Know About Trans Fatty Acids and Heart Disease
Manv margarines contain a substance called trans fatty acids.
Recent medical studies suggest that eating foods with trans fatty
acids may raise blood cholesterol.

What This Means to You

It’s too early to tell for sure. There is still much debate about
how much trans fatty acids raise blood cholesterol. We won’t
know how big a problem trans fatty acids are until scientists do
more research. But in the meantime, you can be confident that
there are no trans tatty acids in Better Blend Margarine.

Better Blend is the Better Choice


— a

_ NOTHING WARMS UP A MEAL |
LIKE Stich and Heatly MINESTRONE!

— =

And Rich and Healy Minestrone Soup is High in
Fiber, too! That's good news! Eating Foods That
Are Low in Fat and High in Fiber May Reduce
the Risk of Some Forms of Cancer.

Sodium Per Serving: 840 mg
% of Maximum Daily Value: 35%

Diets high in sodium may increase the risk
_ of high blood pressure and heart disease.

MAKE Sich and Healy
A PART OF YOUR MEAL
PLANS TODAY!

Original
Strong Disclosure



|
| NOTHING WARMS UP A MEAL
LIKE Sich and Heatly MINESTRONE!

And Rich and Healy Minestrone Soup is High in |
_ Fiber, too!* That's good news! Eating Foods That
_ Are Low i in Fat and High in Fiber May Reduce
the Risk of Some Forms of Cancer.

*Sodium Per Serving: 840 mg |
- % of Recommended Daily V Value: 35% |

MAKE Sich and
A PART OF YOUR MEAL
PLANS TODAY! -

Relative Disclosure



Figure 4
Strong Disclosure

Announcing
Turkey With
A Difference!

_ New Bradley Right Slices deliver the taste of oven
- roasted turkey with less than 1/2 the sodium of other
leading brands!

And that's important news. Because diets high in
- sodium can increase the risk of high blood pressure
_ and heart disease!

Sodium % of Max.

Per Serving Daily Value
| Right Slices: 240 mg* 10%

| Most Leading Brands: 600 mg 25%

*Right Slices is not a low sodium food. /

So Switch to Right Slices.
The Better Way to Make a Sandwich!



Figure 2
| . Cheese Control
SST rt

ANNOUNCING MATTERHORN
SWISS CHEESE SLICES!

=

New Matterhorn Swiss Cheese Slices Are the
Easiest Way to Add Taste to Any Meal!

Now You Can Enjoy the Taste of Switzerland
For Less Than 25¢ a Slice!

Try the Fresh Taste of Switzerland Today!


Figure 5
Very Highly
Qualified Claim

ANNOUNCING NEW ACE
ANTIOXIDANT VITAMIN
SUPPLEMENT?

What We Know About Antioxidants and Cancer

Scientists have known for some time about the special
health benefits of fruits and vegetables that are rich in
antioxidants like vitamins A, C, and E. Eating plenty of
these foods can reduce the risk of certain kinds of cancer.

Some medical studies are now suggesting that supplements containing these
same antioxidant vitamins may also reduce the risk of cancer.

What This Means To You

It’s too early to tell for sure. Some recent studies have failed to show that these
vitamins protect against cancer. And in one study, high doses of certain
antioxidants may actually have increased the risk of cancer for smokers. Longer
term research is needed. In the meantime. always eat a balanced diet with 5 to 9
servings of fruits and vegetables a day. And to make sure you get the antioxidant
vitamins you want, try new ACE Antioxidant Supplement.

ACE. The Complete Antioxidant Group



APPENDIX A

Test Advertisements


ANNOUNCING MATTERHORN
SWISS CHEESE SLICES!

|

New Matterhorn Swiss Cheese Slices Are the
Easiest Way to Add Taste to Any Meal!

And Matterhorn is High in Calcium, Too!
That's Good News! Eating Foods That Are High in
Calcium May Reduce the Risk of Osteoporosis.

_ Saturated Fat Per Serving: 7g |

Try the Fresh Taste of Switzerland Today! ©

Absolute Disclosure


mm T TT TT — ns a |
ty ii id im iy it

“ANNOUNCING MATTERHORN =|
SWISS CHEESE SLICES! =f

New Matterhorn Swiss Cheese Slices Are the
Easiest Way to Add Taste to Any Meal!

And Matterhorn is Aigh in Calcium, Too!
That's Good News! Eating Foods That Are High in
Calcium May Reduce the Risk of Osteoporosis.

Try the Fresh Taste of Switzerland Today! _/

Health Claim


NOTHING WARMS UP A MEAL
LIKE 2eh aud Hearty MINESTRONE!

And 2h and Hearty Minestrone Soup is High in

Fiber, too! That's good news! Eating Foods That
Are Low in Fat and High in Fiber May Reduce
the Risk of Some Forms of Cancer.

Rich and Hearty is high in sodium.
Diets high in sodium may increase
the risk of high blood pressure and
heart disease.

PLANS TODAY!

Revised
Strong Disclosure



Figure 2
Proof Claim

OUNCING NEW ACE
TIOXIDANT VITAMIN
SUPPLEMENT?

A
A

NN
N

What We Know About Antioxidants and Cancer

Scientists have known for some time about the special
health benefits of fruits and vegetables that are rich in
antioxidants like vitamins A, C and E. Eating plenty of
these foods can reduce the risk of certain kinds of cancer.

Scientists have now proven that supplements containing these same antioxidant
vitamins also reduce the risk of cancer.

What This Means To You

Of course, you should still eat a balanced diet with 5 to 9 servings of fruits and
vegetables a day. And for added protection against cancer, try new ACE
Antioxidant Supplement.

ACE. The Complete Antioxidant Group



Figure 8
Proof Claim
'
| i a Ol

en ee

Announcing New
~—s- Better Blend —
! Margarine!

New Better Blend Delivers the Taste You Want Without
Any Trans Fatty Acids!

What We Know About Trans Fatty Acids and Heart Disease

Many margarines contain a substance called trans fatty acids.
Medical research has proven that eating foods with trans fatty acids
raises blood cholesterol.

What This Means to You
Now you can avoid trans fatty acids and still get the taste of a great
margarine.

Better Blend is the Better Choice


NOTHING WARMS UP A MEAL
LIKE Stich and Hearly MINESTRONE!

And Rich and Healy fy Minestrone Soup is High in

| Fiber, too! That's good news! Eating Diets That
Are Low in Fat and High in Fiber May Reduce
the Risk of Some Forms of Cancer.

MAKE Sich and Healy
“<u A PART OF YOUR MEAL
PLANS TODAY!

Health Claim



wwiuw WW wiesiup Ps
ANNOUNCING MATTERHORN
SWISS CHEESE SLICES!

New Matterhorn Swiss Cheese Slices Are the
Easiest Way to Add Taste to Any Meal!

And Matterhorn is High in Calcium, Too!
That's Good News! Eating Foods That Are High

in Calcium May Reduce the Risk of Osteoporosis.

Matterhorn is high in saturated Fat.
Diets high in saturated fat may
increase the risk of heart disease.

Try the Fresh Taste of Switzerland Today! ~ .

Revised
Strong Disclosure


Figure 2
Absolute Disclosure

Announcing
Turkey With

A Ditt ! : &
erence | é aaX

New Bradley Right Slices deliver the taste of oven
roasted turkey with less than 1/2 the sodium of other
leading brands!

And that’s important news. Because diets high in
sodium can increase the risk of high blood pressure
and heart disease!

Sodium Content per Serving

| Right Slices: 240 mg
| Most Leading Brands: 600 mg

So Switch to Right Slices.
The Better Way to Make a Sandwich!



New Rich and Healy Minestrone Soup Brings You
the Taste of Italy for Less Than 50¢ a Bowl!

And Rich and Healy Minestrone is High in Fiber, Too!

MAKE ich and Hoarly
A PART OF YOUR MEAL
PLANS TODAY!

| Nutrient Content Claim



Figure 6

Real Nature Made

off your car may also wear down
your body.

It’s called oxidation
and it happens every time
you take a breath.

Simply explained,
whenever oxygen enters
your system, so-called “free
radicals” can be formed.
Many scientists believe these
unstable particles are a leading
cause of cell damage.

In fact, recent studies
suggest that free radicals may
play a significant role in the
development of heart disease

and cancer.

Oxidation, the
process t
breaks down
an apple and

turns it brown,

may also cause
coll damage in
your body,

The same thing happens to your body.

It’s hard to believe, but the
same thing that rusts the paint

Studies also suggest that
foods rich in antioxidant vita-
mins, like C, E and Beta
Carotene, may neutralize
many of the free radicals

in your body.

Unfortunately, we
don't always eat the way we
should. This is where an
intelligent regimen of vita-
mins may be able to help.
While studies haven't
proven that vitamin supple-
ments offer the same protection
as foods rich in antioxidants, we
at Nature Made” have com-

bined high levels of C, E and

Beta Carotene into one easy

to swallow softgel. — @

Introducing our new
Antioxidant Formula. Just like
all our vitamins, our new formula
contains no artificial colors,
flavors or preservatives.

Since different people have
different needs, Nature Made
offers a complete line of over

120 vitamin and mineral sup-

plements—including our latest

formula that may help fight the

destructive effects of oxidation.
Too bad we can’t do the

same for your car.

Nature Made. The more you know, the better youll feel” |

(© 1995 Pharmavite Conption


Figure 1
Soup Control

NOTHING WARMS UP A MEAL |
LIKE Rich and Healy MINESTRONE!

“New ‘ich and Healy Minestrone Soup Brings You
the Taste of Italy for Less Than 50¢ a Bowl! And
You Can Choose from 29 Other Delicious Varieties

for the Same Friendly Price!

MAKE ech and Healy
A PART OF YOUR MEA
PLANS TODAY!



Figure 9
Qualified Claim

' — re =F

et}

 @nnouncing Pew
Better Blend
Margarine!

New Better Blend Delivers the Taste You Want Without
Any Trans Fatty Acids!

What We Know About Trans Fatty Acids and Heart Disease
Many margarines contain a substance called trans fatty acids.
Recent medical studies report that eating foods with trans fatty
acids may raise blood choiesterol.

What This Means to You

It looks like you should try to avoid foods with trans fatty acids,
although we won’t know for sure how big a probem trans fatty
acids are until scientists do more research. In the meantime, you
can be confident there are no trans fatty acids in Better Blend
Margarine!

Better Blend is the Better Choice


| aa)
| |
} )|

| |
| ANNOUNCING MATTERHORN :
SWISS CHEESE SLICES! | a

New Matterhorn Swiss Cheese Slices Are the
Easiest Way to Add Taste to Any Meal!

And Matterhorn is High in Calcium, Too!
That's Good News! Eating Foods That Are High in
Calcium May Reduce the Risk of Osteoporosis.

Saturated Fat Per Serving: Tg |
% of Maximum Daily Value: 35% |

Try the Fresh Taste of Switzertand Today! ~

Relative Disclosure


Figure 1

Control 7
Announcing
Turkey With | a
Diff t A ee
A erence | & rf,

_ New Bradley Right Slices deliver the taste of oven
_ roasted turkey with less than 1/2 the sodium of other
- leading brands!

_ And that’s important news. Because diets high in
- sodium can increase the risk of high blood pressure
_ and heart disease!

So Switch to Right Slices.
The Better Way to Make a Sandwich!