*Disclaimers-the small print

Early along my career path I was in the advertising industry as a copywriter and then a creative director.  We usually had to have ‘copy’ approved by ‘legal’.  Often we had to add a disclaimer on the bottom of a printed page or placed on the bottom of the screen of a TV commercial.  Something that has always agitated me was how misleading advertisements could be. Ads can get your attention, while often presenting something seemingly irresistible, yet when you read the fine print, you see that the offer isn’t that great.  The offer or sale may only be available at ‘participating location’ or ‘while supplies last.  There may be some qualifying conditions, or it may be limited to specific days, or other restrictions or restraints.  It seems that disclaimers provide the advertisera back door or a way out.  But wait…I can’t even read the fine print without substantial magnification.  And when watching a TV commercial the disclaimer fades-in and then fades-out so fast I can barely make out the first few words.  What’s the point?  If it is to comply with some F.C.C. rule, what is it?  Seems to me this more of the same in our culture…we often do as little as we can just to get by!