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Puffery in Advertising Advertising is a dynamic public forum in which business interests, creativity, consumer needs, and government regulations meet. Advertising's visible social role makes it a target for criticism. As a result, today's consumers believe that a great deal of advertising is unethical because it adds to the price of products, is untruthful, tricks people, or targets vulnerable people (Wells, Burnett, & Moriarty, 2000, p30). In the real society, the advertisement is the most powerful tool to aid companies promote their products to customers, even the largest companies in the world such as Coca Cola, Nike, KFC, and Nokia. It is the most effective way to keep attracting customers, and it is also the best way to attracting new customers. However, Richards (2000) point out that advertising is constantly bombarded by criticism (Richards, 2000, Texas advertising research, http://advertising.utexas.edu/research/law/index.asp [Accessed on 2 October, 2005]). Customers have all seen and heard that the...

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