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Title: The use of advertising puffery in Singapore.
Authors: Heilda Iryani Abdul Wahid.
Renuka Nair.
Tina Chugani.
Keywords: DRNTU::Social sciences::Mass media::Broadcasting::TV
Issue Date: 1998
Abstract: 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 overwhelming use of superlative and best possible claims.
Schools: Wee Kim Wee School of Communication and Information 
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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