The use of advertising puffery in Singapore.

• Main Authors: Heilda Iryani Abdul Wahid., Renuka Nair., Tina Chugani.
• 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/10356/14811
• Institution: Nanyang Technological University

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...