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Essay / Research Paper Abstract
A 5 page paper that discusses specific issues related to advertising. The first section discusses what puffery is and provides examples, the second discusses certain brand principles and two that Starbucks used and then forgot, and the third brief section critiques an ad for Wonderbra. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGadis3.RTF
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Unformatted sample text from the term paper:
subjective opinions, superlatives, or other modes that are vague and that contain no specific data or facts (University of West Georgia, 2008). We read and hear this kind of advertising
all the time. Every company claims its products are the best, the most, the greatest and so forth. The government does not pursue complaints against puffery because it considers
the exaggerations are so great that the normal consumer would not really believe it. But, any kind of advertising that is considered deceitful or misleading would be investigated (Wolfe and
Ferland, n.d.). For example, if a company said, more people use our hairspray than any other, the company may have to prove the statement (Wolfe and Ferland, n.d.). This is
true whether the claim is explicit or implicit (Wolfe and Ferland, n.d.). Puffery is exaggeration but as these authors say, "the line between deception and puffery is not always clear"
(Wolfe and Ferland, n.d.). There is a good example of this from insurance companies advertising on television. It may have begun with Progressive, advertising that they provided the consumer with
car insurance rates from multiple companies, including their own. Most recently, we have seen commercials from several companies including GEIKO, Progressive, Allstate, AIG and others all saying their rates are
lower than the others, naming the others. Obviously, they cannot all have the lowest rates. Dunkin Donuts claiming it has the best coffee in the world is puffery as is
McDonalds claim to have the best hamburgers and Folgers claim that the best time of waking up is Folgers in your cup. Thats why its puffery. The car insurance rates
are another matter, particularly when the commercials appear in the same state. 2. Principles that made Starbucks a success. One of the principles mentioned in Bedbury and Fenichells
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