Discovering the Art of Puffery in Advertising

Understanding Puffery in Advertising

When it comes to advertising, companies often engage in puffery, which involves making exaggerated claims about their products or services. These claims are not meant to be taken literally, but rather as a way to attract consumers' attention and create a positive image of the product.

Puffery is a legal practice in advertising because it is based on subjective opinions rather than measurable facts. For example, when a company claims that their product is the "best in the world" or "top quality," these statements are considered puffery because they cannot be objectively proven or disproven.

Esme Inc.'s ad campaign for their "Vivid" range of water-proof mascara is a perfect example of puffery. By asserting that their mascara is the best in the world and gives ten times more volume to eyelashes, Esme Inc. is using exaggerated language to promote their product and attract consumers.

It's important to note that puffery is not meant to deceive or mislead consumers. Instead, it's a marketing technique designed to create excitement and interest around a product without making specific, measurable claims that could be considered false advertising.