The use of advertising puffery in Singapore.
This study sought to examine the extent of advertising puffery by means of a content analysis of local magazine advertisements. The results provide statistical support for the prevalence of puffery (about one out of every two advertisements in our sample was puffed), indicating in particular an over...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2009
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/14811 |
| Summary: | This study sought to examine the extent of advertising puffery by means of a content analysis of local magazine advertisements. The results provide statistical support for the prevalence of puffery (about one out of every two advertisements in our sample was puffed), indicating in particular an overwhelming use of superlative and best possible claims. |
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