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How does advertising really work? This thoroughly revised edition of Ivan Preston's popular classic, "The Great American Blow-Up, provides new examples of puffery and deceit in advertising. Preston examines in detail the role of laws and the Federal Trade Commission in ensuring fair representation of goods and services to consumers. In a new concluding chapter, Preston describes and assesses developments in the field of advertising from the mid-1970s to the present.

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CHOICE Review

In this thoroughly researched and painstakingly documented book, Preston traces the development of the doctrine of "caveat emptor" and cogently argues that the use of "puffery" in advertising is an unfortunate vestige of this now outmoded doctrine. While false or deceptive advertising is illegal, puffery (an opinion statement from the seller that claims no factual content) is legal, and it this paradox that the author explores. Preston uses clear and thoughtful prose to weave together history and numerous contemporary examples to bolster his main thesis: puffery is deceptive in itself and should no longer be tolerated by the law. In fact, Preston recommends broadening the definition of puffery to include obvious falsity--associating the advertised product with social or psychological values, using names that misdescribe products, and utilizing mock-ups--and would eliminate legal protection for these techniques except in very limited circumstances. Also discussed are the Federal Trade Commission's role in protecting consumers and the evolution of this role since the agency's creation. Overall, this compact treatise serves both as a highly readable history of advertising law and a valuable reference. Highly recommended for academic collections, community college through graduate, and professional libraries. N. Lasher The College of New Jersey