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False and Puffery Advertising - Term Paper Example

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The author focuses on advertisements that talk about facts but there is a hidden falsity across the information. The main thrust of this paper is to discuss ethical issues and situations about false and puffery advertising that has an impact on the industry and the society as a whole…
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False and Puffery Advertising
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Download file to see previous pages The business activity is naturally visible; in fact, it is prone to public criticisms particularly when it did not meet consumer’s expectations and satisfaction, 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 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 an advertisement would be helpful and effective in order to build awareness and catch the 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 affects consumer’s choices. Literal falsity refers to statements presumed to mislead consumer’s purchasing decisions rather than general statements of opinions wherein no reasonable consumers are likely to rely (Matheson, 2009). 

From the ethical point of view, puffery and false or deceptive advertising are viewed as important elements in consumer’s choices and value through the highest standard and accurate information that prevails in advertisements. ...Download file to see next pages Read More
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