This article was first published in B & T
magazine
Do you know everything you should know about puffery when it
comes to writing ad copy? Even if you think you do, its
probably worth pondering on the following.
There are three broad categories of puffery: general
statements, particularly where the claim is subjective
(generalist puffery); claims of an introductory nature designed
to attract attention, rather than close a deal (introductory
puffery); and preliminary statements made during business
negotiations (negotiation puffery).
Readers are likely to be most interested in the first of
these. The second often appears in promotional brochures,
sometimes in newspaper ads, but is rarely, if ever, written by
agencies. Besides, introductory puffery applies in only
restricted circumstances. All the cases involving introductory
puffery concern the sale of property or businesses. To be
legal, it
