Should puffery advertising in South Africa be banned? An interdisciplinary analysis
Advertising is employed to influence consumer decision-making by informing, persuading and reminding. Legal persuasive advertising is referred to as puffery (praise for a product by means of subjective opinions, superlatives, or exaggerations, vaguely and generally stating no specific facts). This...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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University of the Free State
2010-04-01
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| Series: | Acta Academica |
| Online Access: | http://196.255.246.28/index.php/aa/article/view/1250 |
| _version_ | 1797258231838408704 |
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| author | Francoi de Wet Martin Marais Debbie Human |
| author_facet | Francoi de Wet Martin Marais Debbie Human |
| author_sort | Francoi de Wet |
| collection | DOAJ |
| description |
Advertising is employed to influence consumer decision-making by informing, persuading and reminding. Legal persuasive advertising is referred to as puffery (praise for a product by means of subjective opinions, superlatives, or exaggerations, vaguely and generally stating no specific facts). This article addresses the question whether, considering the legal, regulatory and potential welfare losses perspective, puffery in South Africa should not be banned. The article concludes that outlawing puffery would harm the self-regulating nature of the marketing industry in South Africa. It is suggested that firms re-visit their ethical standards and policies; re-commit to the societal marketing paradigm and all it entails, and re-align to the spirit of creativity and the Advertising Standards Authority Code of Practice.
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| first_indexed | 2024-04-24T22:50:15Z |
| format | Article |
| id | doaj.art-9cb122321ccc47709d0ee74002222083 |
| institution | Directory Open Access Journal |
| issn | 0587-2405 2415-0479 |
| language | English |
| last_indexed | 2024-04-24T22:50:15Z |
| publishDate | 2010-04-01 |
| publisher | University of the Free State |
| record_format | Article |
| series | Acta Academica |
| spelling | doaj.art-9cb122321ccc47709d0ee740022220832024-03-18T11:06:08ZengUniversity of the Free StateActa Academica0587-24052415-04792010-04-0142210.38140/aa.v42i2.1250Should puffery advertising in South Africa be banned? An interdisciplinary analysisFrancoi de Wet0Martin Marais1Debbie Human2Stellenbosch UniversityUniversity of South AfricaStellenbosch University Advertising is employed to influence consumer decision-making by informing, persuading and reminding. Legal persuasive advertising is referred to as puffery (praise for a product by means of subjective opinions, superlatives, or exaggerations, vaguely and generally stating no specific facts). This article addresses the question whether, considering the legal, regulatory and potential welfare losses perspective, puffery in South Africa should not be banned. The article concludes that outlawing puffery would harm the self-regulating nature of the marketing industry in South Africa. It is suggested that firms re-visit their ethical standards and policies; re-commit to the societal marketing paradigm and all it entails, and re-align to the spirit of creativity and the Advertising Standards Authority Code of Practice. http://196.255.246.28/index.php/aa/article/view/1250 |
| spellingShingle | Francoi de Wet Martin Marais Debbie Human Should puffery advertising in South Africa be banned? An interdisciplinary analysis Acta Academica |
| title | Should puffery advertising in South Africa be banned? An interdisciplinary analysis |
| title_full | Should puffery advertising in South Africa be banned? An interdisciplinary analysis |
| title_fullStr | Should puffery advertising in South Africa be banned? An interdisciplinary analysis |
| title_full_unstemmed | Should puffery advertising in South Africa be banned? An interdisciplinary analysis |
| title_short | Should puffery advertising in South Africa be banned? An interdisciplinary analysis |
| title_sort | should puffery advertising in south africa be banned an interdisciplinary analysis |
| url | http://196.255.246.28/index.php/aa/article/view/1250 |
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