False and Puffery Advertising - Essay Example

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False and Puffery Advertising

Aside from these ethical issues, advertising is also considered to have an impact on activities of the industry and the society. According to Wolfe and Ferland (n.d.), “the goal of advertising is often to create a need, increase consumer awareness and ultimately influence consumers purchasing decisions.” It has been believed that the use of puffery in advertisement would be helpful and effective in order to build awareness and catch consumer’s attention. Puffery is vague promotional statements and claims that boost only the appeal of a product or service subjectively rather than objectively without a misleading intention that makes the advertisement immunized from regulation (Ford, 1996, p. 8). In legal aspects, false or deceptive advertisements are categorized as implied falsity, literal falsity, and puffery (Barigozzi & Peitz, 2007, p. 223). More often, puffery is not considered as deceptive advertising for it only used to indicate exaggerations, opinions, and subjective claims about product qualities, properties, claims, slogans, and many more (Hunt, 2007). Puffery becomes deceptive only if it crosses the fine line of distinction between puffery and deceptive advertising such as falsely claiming superiority that affect consumer’s choices. Literal falsity refers to statements presumed to mislead consumer’s purchasing decision rather than general statements of opinions wherein no reasonable consumers are likely to rely (Matheson, 2009). Finally, advertisements that talk about facts but there is a hidden falsity across the information is called an implied falsity. ...Show more

Summary

Advertising.
This business activity is naturally visible; in fact, it is prone to public criticisms particularly when it did not meet consumer’s expectations and satisfactions, and when it delivered false advertising. Aside from these ethical issues, advertising is also considered to have an impact on activities of the industry and the society…
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False and Puffery Advertising essay example
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