Written for the ordinary consumer as well as for advertisers and trade regulators, this book aims to demonstrate how advertising can better serve its audience. Ivan Preston takes us down the slippery slope, from the high ground of honest product information to the unscrupulous bottom-of-the-barrel claims that are wholly false. Along the way he documents the subtle misrepresentations, half and lesser truths, and exploitations of our gullibility that abound in contemporary advertising.Searsa#39; customers received an ownera#39;s manual. It told them to presoak or scour baked-on foods, directly contradicting the ad claim. Later, at the FTC hearing, the company argued that the instruction was simply a mistake it couldna#39;t explain.
|Title||:||The Tangled Web They Weave|
|Author||:||Ivan L. Preston|
|Publisher||:||Univ of Wisconsin Press - 1996-01|