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|Title:||The use of advertising puffery in Singapore.||Authors:||Heilda Iryani Abdul Wahid.
|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.||URI:||http://hdl.handle.net/10356/14811||Fulltext Permission:||restricted||Fulltext Availability:||With Fulltext|
|Appears in Collections:||WKWSCI Student Reports (FYP/IA/PA/PI/CA)|
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