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

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

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...