Visual puffery in advertising

International Journal of Market Research

Volumn 51, Issue 2, 2009, Pages 147-148

  Fetscherin, Marc ^a   Toncar, Mark ^b  

^a ROLLINS COLLEGE   (United States)

^b YOUNGSTOWN STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 63049131122     PISSN: 14707853     EISSN: None     Source Type: Journal    
DOI: 10.2501/S1470785309200372     Document Type: Short Survey

References (11)

1. Callister, M. & Stern, L. (2007) The role of visual hyperbole in advertising effectiveness. Journal of Current Issues and Research in Advertising, 29, 2, p. 1-14.
2. Corbett, E. (1990) Classical Rhetoric for the Modern Student. New York: Oxford University Press.
3. Federal Trade Commission (2004) Retrieved from www.ftc.gov/bcp/scofflaw/ documents/annual_reilly.pdf. Accessed 30 April 2008.
4. McQuarrie, E. & Mick, D. (1999) Visual rhetoric in advertising: text-interpretive, experimental, and reader-response analyses. Journal of Consumer Research, 26, 1, pp. 37-54.
5. McQuarrie, E. & Mick, D. (2003) Visual and verbal rhetorical figures under directed processing versus incidental exposure to advertising. Journal of Consumer Research, 29, 4, pp. 579-588.
6. McQuarrie, E. & Phillips, B. (2005) Indirect persuasion in advertising: how consumers process metaphors presented in pictures and words. Journal of Advertising, 34, 2, pp. 7-21.
7. Morgan, S. & Reichert, T. (1999) The message is in the metaphor: assessing the comprehension of metaphors in advertisements. Journal of Advertising, 28, 4, pp. 1-12.
8. Neumeister, L. (2007) Appeals Court OKs 'puffery defense'. Retrieved from www.commercialalert.org/news/archive/2007/08/appeals-court-oks-puffery-defense. Accessed 10 October 2008.
9. Preston, I. (1967) Theories of behavior and the concept of rationality in advertising. Journal of Communication, 17, September, pp. 211-222.
10. Preston, I. & Scharbach, S. (1971) Advertising: more than meets the eye? Journal of Advertising Research, 11, June, pp. 19-24.
11. Richards, J. (1990) A 'new and improved' view of puffery. Journal of Public Policy and Marketing, 9, pp. 73-84.