In school you were taught that no one was allowed to lie in advertising, correct?  Did you ever convince your parents to buy you Sea Monkeys, or have a child talk you into it?  How long did you sit and wait for their human faces to appear?  If you were never suckered in such a way, believe me, it wasn’t fun.  There is so much talk of media manipulation and social propaganda you wonder wherein the truth lies.  The last few years it seemed like tsunamis were hitting all corners of the earth out of nowhere, yet really they do occur often, they just aren’t covered.  Truth is one of those funny things, not always black or white.

Financial professionals have huge restrictions on what they can and can’t say.  Infinite return promises are no-nos.  Any type of promise is pretty much restricted.  Yet oftentimes your purchases seem to be such sureties.   A stock may be a little more riskier than a bond, but a CD is guaranteed, yes?  No, the bank holding the CD has no guarantee past an FDIC limit, check with your broker or agent for that amount.  You can buy another CD with the excess money, but remember to buy under the limit, so that as it grows with interest, you still have the FDIC insurance on the earnings.

What makes advertising appealing?  Pictures of retired couples at the beach?  Big houses, white picket fences?  Smiling college graduates?  Usually you see comfortable scenes with blues and greens that imply a certain level of financial security.   There generally aren’t pictures of race car drivers, parachute jumpers, etc that would lead you to believe your money is moving fast, in risky areas.    If you are shown a pot of gold, you should question the ad, such direct implications are generally not allowed.   However, if you stop to think about it, what is the difference between the beach retirement or the rainbow with a leprechaun?  Unless you hate sand, and would respond better to the couple in the cozy Colorado chateau after a day of skiing, not much. 

Be cautious about what level financial services advertising is reaching you.  Is it pulling on your heart-strings just to grab your purse?  Research companies and investment opportunities before putting too many eggs in one basket, and don’t fall for the picture of the golden egg, that is another no-no.  One last cautionary piece of advice; one size really doesn’t fit all. Your needs are not the same as the other 5000 people someone is trying to sell the same exact plan.