The use of puffery in advertising in Singapore : a content analysis of television advertisements.

The use of puffery in advertising in Singapore : a content analysis of television advertisements.

Puffery is a legal advertising practice that has yet been identified as a problem in Singapore (see Appendix A for letters to and from Advertising Standards Authority of Singapore ASAS). Consumers are assumed to be rational enough to disbelieve puffery. However, research in the United States (US) sh...

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Bibliographic Details
Main Authors: Lee, Shu Mian., Ng, Helen Pei Cheng.
Other Authors: Wee Kim Wee School of Communication and Information
Format: Final Year Project (FYP)
Language:English
Published: 2009
Subjects:
DRNTU::Social sciences::Mass media::Broadcasting::TV
Online Access:http://hdl.handle.net/10356/14781

Internet

http://hdl.handle.net/10356/14781

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