Reading adapted L5.2

Reading adapted L5.2

Poll

F

A primary function of advertising is to create product awareness. As consumers, we need to know about competing products so we can make informed decisions on which one to buy. While it is important that advertisers are monitored to ensure they do not mislead consumers, it can be argued that puffery is a good technique for raising awareness of new products that, otherwise, would go unnoticed in a crowded market. As long as there are effective ways of monitoring the claims of advertisers, to prevent deliberate deception in terms of safety or particular aspects of performance, it seems that most puffery is relatively harmless. Rather, it should be seen as an integral part of advertising, which most consumers can detect and laugh at rather than being misled.

• Checks on deceptive advertising

• Examples of companies guilty of deceptive advertising

• Puffery that is acceptable

• Summary of role of puffery in advertising

Poll

E

On the other hand, a company that states their products is the “safest” or “cheapest” needs to show proof, because these claims can directly affect their competitors. Statements that are objective need to be backed up by proof or statistics, as consumer rights organizations can run tests to compare products such as washing machines and vacuum cleaners. They also investigate companies involved in insurance, finance, property, credit cards, and other such services. Companies and salespeople should, therefore, be very careful when making factual statements about a product, or assertions regarding the quality of goods and services. In most developed countries, there is likely to be an official organization which oversees the validity of advertising claims. In addition, there may be a government council with the authority to take legal action against companies that over step the limit.

• Checks on deceptive advertising

• Examples of companies guilty of deceptive advertising

• History of puffery

• Reasons for monitoring advertising

Poll

D

These days, however, if a company claims to sell the country’s “best-loved” or “favorite” product, whether a brand of coffee or a make of car, this, is held to be puffery, rather than an objective claim of market share. Similarly, the company does not have to produce proof that this claim is actually backed up by numbers or facts. In other words, claim such as “the world’s best cup of coffee” are impossible to prove. They are also so exaggerated that it is expected that any consumer will understand how subjective they are. In effect, the company in question is said to be “boasting” rather than making objective claims. The claims are, therefore, not considered to be deceptive. In fact, puffery is often considered to add to the entertainment value of advertisements, especially television commercials.

• Puffery that is acceptable

• History of puffery

• Definition of puffery

• Reasons for monitoring advertising

Poll

C

Puffery is nothing new. It has been identified in documents dating from as long ago as the sixteenth century, when the notion of “caveat emptor” or “let the buyer beware” developed in business transactions. Although this initially applied to property deals, it came to be used more generally. This Latin term basically meant that anyone buying a product had a responsibility to check it carefully before payment. The seller did not need to take responsibility for defects (unless a problem had been deliberately concealed). In those days, of course, there was no notion of consumer rights or returns policies.

• History of puffery

• Puffery that is acceptable

• Definition of puffery

• Reasons for monitoring advertising

Poll

B

Using puffery to raise awareness of products and to generate increased sales is a common advertising strategy. Goods and services are described in terms of superlatives, subjective opinions, and exaggerations; various kinds of general claims are made, with no specific facts. So, why do some people worry about puffery? One of the concerns is whether consumers are misled by false advertising. Legal guidelines and government controls are required to prevent dishonest advertising. Companies understandably object to untruthful ads which give a competitor an unfair advantage in the market. These claims can be tested in the courts, and the decisions that are made help to make the boundary between acceptable puffery and illegal advertising.

• Checks on deceptive advertising

• Reasons for monitoring advertising

• Summary of role of puffery in advertising

• History of puffery

Poll

A

Our coffee is loved by millions worldwide. “Do you often see this kind of advertising in your country? Statements like this, that no one can prove, are called puffery. This is a term that has been developed for exaggerated claims that are made in advertising. Puffery is legal, even though such claims cannot be proved. In fact, puffery has termed “a license to lie”, as it is vague enough to be classed as opinion, an expression of the salesperson’s evaluation of the product, rather than an objective statement.

• Definition of puffery

• Puffery that is acceptable

• Reasons for monitoring advertising

• History of puffery

Open Ended

Do the following statements agree with the information given in the reading passage? Write: TRUE if the statement agree with the information FALSE if the statement contradicts the information Not GIVEN if there is no information on this

Some People argue against puffery because buyers might believe everything in advertising.

Open Ended

Do the following statements agree with the information given in the reading passage? Write: TRUE if the statement agree with the information FALSE if the statement contradicts the information Not GIVEN if there is no information on this

''A court case is a way of determining whether advertising is deceptive or not.'' (B)

Open Ended

Do the following statements agree with the information given in the reading passage? Write: TRUE if the statement agree with the information FALSE if the statement contradicts the information Not GIVEN if there is no information on this

''Puffery dates from the days of television commercials.'' (C)

Open Ended

Do the following statements agree with the information given in the reading passage? Write: TRUE if the statement agree with the information FALSE if the statement contradicts the information Not GIVEN if there is no information on this

''‘Caveat emptor’ means that the seller has a responsibility for any problems with te item sold.'' (C)

Open Ended

Do the following statements agree with the information given in the reading passage? Write: TRUE if the statement agree with the information FALSE if the statement contradicts the information Not GIVEN if there is no information on this

‘The world’s best coffee’ is an example of puffery (D)

Open Ended

Do the following statements agree with the information given in the reading passage? Write: TRUE if the statement agree with the information FALSE if the statement contradicts the information Not GIVEN if there is no information on this

‘The world’s safest chainsaw’ is an example of puffery.'

Open Ended

Do the following statements agree with the information given in the reading passage? Write: TRUE if the statement agree with the information FALSE if the statement contradicts the information Not GIVEN if there is no information on this

People should carefully check prices before they buy goods. (F)

Open Ended

Short Answers Answer the questions below. Choose NO MORE THAN THREE WORDS from the reading passage for each answer.

In addtion to legal guidelines, What else is necessary to stop companies from using deceptive advertising?........................(B)

Open Ended

Short Answers Answer the questions below. Choose NO MORE THAN THREE WORDS from the reading passage for each answer.

When was puffery first used? ………………. (C)

Open Ended

Short Answers Answer the questions below. Choose NO MORE THAN THREE WORDS from the reading passage for each answer.

What does the writer say about claims such as ‘the world’s best’ ………………………… (D)

Open Ended

Short Answers Answer the questions below. Choose NO MORE THAN THREE WORDS from the reading passage for each answer.

What does puffery contribute to television commercials? ………………………… (D)

Open Ended

Short Answers Answer the questions below. Choose NO MORE THAN THREE WORDS from the reading passage for each answer.

What should objective statements be supported by? ………………………… (E)

Open Ended

Short Answers Answer the questions below. Choose NO MORE THAN THREE WORDS from the reading passage for each answer.

What is the main purpose of advertising? To ………………………………...(F)

Open Ended

Short Answers Answer the questions below. Choose NO MORE THAN THREE WORDS from the reading passage for each answer.

Why do consumers need information on competing products? To …….. (F)

Poll

The writer’s main idea is:

a. Puffery is part of advertising and is usually not harmful.

b. Puffery is a recent concern.

c. Puffery does not occur very frequently.

d. Puffery is an American problem.

• A

• B

• C

• D