Requirement：
2 paragraphs for each topic, and at least 5 sentences each paragraph.
1-2 references applied for each topic and in-text citation.
The last sentence of each paragraph should not be a reference, because it will take the author’s voice away.
Topic:
1. Global advertising
2. deceptive advertising
3. puffery （advertising）
4. Advertising Regulation at Federal Level.
5. Self-Regulation （advertising）
Example 1:
Hey All,
This week I’ll be discussing the term puffery from chapter 20. In the lens of deceptive advertising and unfair actions taken by advertisers to persuade consumers, puffery is most likely the least of concerns for consumers. This is because in most cases puffery is so exaggerated or unrealistic that it can be picked up on, where consumers will know they are being flattered. Our textbook outlines this, stating that “The FTC takes the position that because consumers expect exaggeration or inflated claims in advertising, they recognize puffery and don’t believe it” (Belch, 682). Although, In some cases consumers are oblivious to these advertising tactics and may rely on the word of the seller to make their purchase, this is where the concept of puffery can get messy.
Considering puffery is defined as “advertising or other sales presentations which praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts” the seller/advertiser has all the right to their own opinion no matter if it’s used to sell a product. (Belch). In fact, to get political, the constitution of the United states protects our freedom of speech under the first amendment as long as they are statements of opinion rather than fact. Knowing this, statements of opinion to persuade have no real sense of “unfairness”. Yet still, the buyer must prove that the puffery statement made by the seller was an affirmation of fact that was relied upon by the consumer, and that this statement of fact was a viable part of the agreement between consumer and seller.
In any case, puffery is tough to regulate, as many salesmen and advertisements use psychological tactics like this to get into the mind of the consumer and persuade them one way or another. It’s highly likely that we consume puffery in our everyday lives, from billboards to commercials, to buying a new car. Some of the most common puffery seen contain exaggerated statements like “The best product for the job, tastes or looks the best, lasts longer than other brands, [or] best in the world” (Rock content, 2021). While some of these claims may be truthful differentiating factors in products or services like “the best gas mileage, or highest performance metrics” in most cases they’re just tactics of puffery to draw one into purchasing a product.
What’s Puffery in Advertising? Examples + How it Can Harm your Brand
Belch, George E. Advertising and Promotion: An Integrated Marketing Communications Perspective. (12th Edition). McGraw-Hill Higher Education (US), 2020.
Example 2:
Hello Class! Today I am going to be talking about Self-Regulation. There are many different types of Self-Regulation. Today I am going to start with Self-Regulation by Advertisers and Agencies. Self-Regulation by Advertisers and Agencies is a creative review board that examines the content of an ad and its potential to offend or mislead. They also employ lawyers to review ads for potential legal problems. This type of Self-Regulation very important because there has been many times where people have taken ads or campaigns the wrong way, for example; the Pepsi ad with Kendall Jenner. I will link it in my references for you to view.
Next is, Self-Regulation by Trade Associations. Most industries that are prone to controversy develop their own advertising guidelines. Many professions maintain guidelines through local, state, and national organizations. Self-Regulation by Businesses is Better Business Bureau (BBB): Promotes fair advertising and selling practices across industries at the local level. Council of Better Business Bureaus: Provide effective control over advertising practices at the national level.
Advertising Self-Regulatory Council (ASRC): Earlier known as the National Advertising Review Council (NARC). Mission – To sustain high standards of truth and accuracy in national advertising. Advertising Accountability Program – Regulates online behavioral advertising (OBA) across the Internet. The ARCE focuses on three main goals.
Minimizing governmental involvement in the advertising business;
Maintaining a level playing field for settling disputes among competing advertisers; and
Fostering brand loyalty by increasing public trust in the credibility of advertising.
