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Pros And Cons Of Puffery

928 Words4 Pages

Dilbarkhanim Huseynli

Advertisements: Information or Manipulation?

“The person who saves money by not advertising is like the man who stops the clock to save time”-said by Henry Ford who was enormously influential businessman in the industrial world. Hence, today 's fast-paced, high-tech age, businesses must use some form of publicizing to make prospects aware of their products and assistances. In definition, advertisement is a mass communicating of information intended to persuade buyers to buy products with a view to maximizing a company’s profits. Hence, even the most famous companies like Coca-Cola continually spends significant proportion of their budget on advertising to support recognition of their products. For instance, in 1993, Coca-Cola spent more than $150 million to keep its name in the forefront of the public 's eye. So, the question isn 't whether or not the company can afford to advertise, it is simply a must if the managements want their business to succeed. Although the ultimate goal of all types of advertising is to convince the consumers to buy a product or service, sometimes to maximize sales companies intend to use manipulative advertising by using …show more content…

On the other side, exaggeration in the advertisements or puffery can be nothing less than false information about the product, but it can also be a form of puffery. Puffery is the term used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined. At the same time, puffery is “advertising claims that ordinary consumers do not take seriously” (Berinato, 2010). Claims such as “world best (cup of) coffee” or “probably the best beer in the world” are examples of puffery in the manipulation by advertising. The puffery seems to make an influence on the people who are not major consumers of the product but turns away the loyal consumers who are have relatively high knowledge about the

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