The LASIK Vision Institute
The TV ad for Lasik Vision Institute tells us how bothersome eyeglasses and contact lenses can be, and why the Lasik procedure is a better option for many people.
What the commercial says:
Attention. If you currently wear eyeglasses or contact lenses, stay tuned for an important message.
Are you tired or frustrated with bothersome eyeglasses and contact lenses? Are they holding you back from living the life you want? Do you want to look and feel more confident in all you do? If you answered yes, then Lasik might be just what you’re looking for.
Due to new advances in vision improvement technology Lasik has now become affordable for almost everyone and at the Lasik Vision Institute our Lasik procedures now start at just $299 per eye. Yes, $299 per eye. There’s never been a better time to get Lasik. The Lasik Vision Institute’s nationwide network of eye surgery centers offer the most comprehensive, reliable and affordable vision improvement services available. With over 900,000 procedures performed since 1999 our independent surgeons are changing the way people just like you see the world.
The Lasik Vision Institute centers offer many of the approved lasers and diagnostic technologies, including the newly FDA approved Custom Vue Lasik Treatment. The breakthrough procedure for the correction of nearsightedness, farsightedness and astigmatism.
(Janine A. actual customer): I want to stand on a rooftop and recommend it to everybody. It’s the coolest thing ever.
(Darren H. actual patient): Lasik Vision Institute was great, they were wonderful.
(Amanda T. actual patient): I was amazed, it was pretty cool.
(Announcer’s voice): Imagine being more free to enjoy life’s activities, to the fullest. Imagine the confidence and appeal that Lasik can provide you. Don’t put off Lasik any longer. You’ll probably never find a better time, a better doctor, and a better value. Call now to talk to a Lasik Vision Institute counselor and schedule a free evaluation. A $200 value, free. We have a vision improvement plan for just about everyone and for a limited time, Lasik procedures start at just $299 per eye, plus be sure to ask about our 0% interest finance programs.
Some phrases or claims made and what they mean:
- What the commercial announcer said: Attention. If you currently wear eyeglasses or contact lenses, stay tuned for an important message.
- What some people might assume this means: This must be an important, official announcement
- What it really means: This appears to be an attempt to get our attention, but a few people may confuse this to mean it is somehow more ‘official’ than any other TV commercial. Most people would probably not consider this deceptive.
- What the commercial said: Are they [contact lenses and glasses] holding you back from living the life you want? Do you want to look and feel more confident in all you do? If you answered yes, then Lasik might be just what you’re looking for.
- What some people might think this means: Lasik will let me live the life that I want / I will be more confident in everything that I do
- What it actually said: The announcer posed a question, asking if you would like to do these things, of which virtually anyone would answer “yes”. She then said “Lasik might be just what you are looking for”. At no time did the announcer actually say that Lasik would change your life or make you more confident. Some people might consider this a deceptive attempt to play on people’s insecurities or subconsciously assure them that the Lasik procedure will make their life better.
- What the commercial said: our Lasik procedures now start at just $299 per eye
- What some people might think this means: Lasik only costs $299
- What it actually said: The announcer says “start at $299 per eye” and the words “per eye” are also shown in large print just below the “$299” shown on-screen. The actual lowest possible price for both eyes would be approximately $600 for a minor prescription correction. The commercial says “start at”, meaning $299 only applies to the simplest procedure. For vision that needs more correction, the cost is up to $1,200 per eye, which would total $2,400 for both eyes.
- What the commercial shows: Financing & No Money Down (in large, bold print)
- What some people might think this means: I can finance (get a loan) for my Lasik procedure and I will not have to pay any money out of my pocket at first (no money down).
- What it actually said: The commercial shows “Financing & No Money Down” in large, bold print, but below that, in much smaller, less bold print it also says “Opportunities May Be Available”. This means that you may be able to get financing or pay no money down. Some people may consider showing the financing and no money down text in large, bold font then the details in smaller font to be slightly deceptive.
Lasik Vision Institue Financing details:
These details are available from the Lasik Institute website regarding their financing terms:
A minimum purchase amount may be required for promotional plans longer than 6 months. No interest will be charged on the promotional purchase if you pay the promotional purchase amount in full within the promotional period which may be 6, 12, or 18 months. If you do not [pay in time], interest will be charged on the promotional purchase from the purchase date. Regular account terms apply to non promotional purchases and, after promotion ends, to promotion balance. For new accounts: Purchase APR is 26.99%; minimum interest charge is $2. Existing card holder should see their credit card agreement for their applicable terms. Subject to credit approval.
This means that if you take advantage of their low interest financing you must pay off the entire amount within the agreed-upon length of time. if you do not, the interest rate is 26.9%. The terms are also subject to you having good credit to qualify for the financing.
- What the announcer said: You’ll probably never find a better time, a better doctor, and a better value.
- What you might think means: I won’t be able to get a better doctor or have Lasik done for less money
- What it actually said: The commercial said “you’ll probably never find”, which means, you could still find a better doctor, or a better price.
This commercial uses some deceptive wording, and use of a combination of very large print and smaller print that some people may find somewhat deceptive.