ERIC Number: ED116225
Record Type: Non-Journal
Publication Date: 1975-May
Reference Count: N/A
The Great American Blow-Up: Puffery in Advertising and Selling.
Preston, Ivan L.
Puffery refers to advertising statements which are not illegal, though they cannot be proven to be true. By legal definition, puffery is advertising or other sales representations which praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts. This book examines the history of puffery in advertising and selling, its present uses and effects on the consumer, its legal ramifications and governmental controls, and some recommendations for the eradication of false puffery. Such topics are discussed as falsity without deception, the roots of sellerism, misrepresentation, avoiding the facts, the Federal Trade Commission, and puffery. Numerous examples of puffery are given and discussed. (TS)
Descriptors: Advertising, Communications, Consumer Education, Consumer Protection, Federal Legislation, Laws, Mass Media, Merchandise Information, Propaganda, Public Relations, Publicize, Television Commercials
The University of Wisconsin Press, Box 1379, Madison, Wisconsin 53701 ($11.95 cloth)
Publication Type: Books
Education Level: N/A
Authoring Institution: N/A