The great American blow-up : puffery in advertising and selling / Ivan L. Preston.

Format:

Book

Author/Creator:

Preston, Ivan L., 1931-

Language:

English

Subjects (All):

Advertising--United States.

Advertising.

Selling.

Advertising laws--United States.

Advertising laws.

Physical Description:

1 online resource (252 p.)

Edition:

Rev. ed.

Place of Publication:

Madison, Wis. : University of Wisconsin Press, c1996.

Language Note:

English

Summary:

How does advertising really work? This thoroughly revised edition of Ivan Preston's popular classic, The Great American Blow-Up, provides new examples of puffery and deceit in advertising. Preston examines in detail the role of laws and the Federal Trade Commission in ensuring fair representation of goods and services to consumers. In a new concluding chapter, Preston describes and assesses developments in the field of advertising from the mid-1970s to the present.

Contents:

Intro

Contents

Preface

1. I'm the Greatest, Yes Sirree, That's All You'll Ever Hear from Me!

2. Falsity without Deception: As Possible As the Law Says, but Not As Probable

3. Puffery: Used Because It Works, Legalized Because It Doesn't

4. The Roots of Sellerism

5. Warranty: How Much Promise Do You Find in a Promise?

6. Misrepresentation: How Much Lying Do You Find in a Falsehood?

7. Opinion and Value Statements and Puffery: Avoiding Fact and Keeping Sellerism Alive

8. The Federal Trade Commission: Accelerating the Consumerist Trend

9. Reasonable Consumers or Other Consumers? How the FTC Decides

10. The FTC and Puffery: Some Wins and Some Losses in the Fight for Consumerism

11. Additional Kinds of Puffery, Beginning with Obvious Falsity

12. Puffing with Social and Psychological Claims

13. Puffing with Literally Misdescriptive Names

14. Puffing with Mock-Ups

15. Puffery's Immunity Should Be Eliminated

Notes

Table of Cases

Index.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (p. 197-227) and index.

ISBN:

9786612788192

9781282788190

1282788191

9780299152536

0299152537

OCLC:

669499136