Verbal Puffery In Advertising

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Historically, advertising research has been dominated by investigations that focused on the verbal content of advertisements. With regard to magazine advertising, this has generally referred to investigations involving the headlines and body copy and investigating how specific linguistic elements affect the processing of advertising information. Illustrative of these studies are the works of McQuarrie and Mick (1996) who investigated the use of figures of speech in advertising language, Djafarova (2008), also examined the use of puns in advertising. Visual elements of advertisements, such as pictures or symbols are also an important component of many advertisements, and the role of imagery in shaping consumer response and behavior has…show more content…
It is widely understood to refer to exaggerated or unsubstantiated advertising claims. DeFrancis (2004) defines puffery as a “term frequently 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” (p.10). In this case in 1990, Richards investigates the role of puffery as it relates to deception and consider whether puffery constitutes deceptive advertising. His findings suggested that Puffed claims, while obviously untrue, are typically not considered deceptive because they are subjective claims that no reasonable person would take to be literally…show more content…
Three broad translation strategies were identified (transference, source-language-orientated, and target-language-orientated) and their implications discussed in detail. The use of transference (untranslated retention of original) highlighted the foreignness of the product being advertised, relying on the source culture’s attractiveness to the target audience. The most popular strategies were source-language-orientated, that often resulted from advertisers’ insistence on following a model advertisement, maintained the source meaning in the target headline, and so had the greatest impact on the use of figures. Smith also concluded that when target-language orientated strategies are employed, translators have more freedom to create headlines using rhetorical figures. Smith suggested that the analysis of translated Russian advertising headlines offers another concrete example of the globalizing tendencies of large corporations and the power they exercise in shaping contemporary media

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