A FORM OF deceptive advertising, puffery has immense consequences. The term refers to the practice of making exaggerated claims for a product. Although advertisers routinely make such false claims, and the result is deception, the law considers such practices to be legal. Puffery claims are communicated in the form of unprovable superlatives (that is adjectives such as the best, super, new and improved), often in the form of various advertising slogans:

Blatz is Milwaukee's finest beerNestle makes the very best chocolateFord gives you better ideasYou can be sure if it's WestinghouseBarnum and Bailey, the greatest show on earthCoke is the real thingSeagram's, America's number one ginWinston tastes good like a cigarette shouldBMW: the ultimate driving machineApple Computers: the power to be your best

None of the slogans ...

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