Future Business Leaders of America (FBLA) Advertising Practice test

Which of the following is a legal advertising technique that exaggerates the benefits of a product?

1. Deceptive advertising

2. Puffery

3. False advertising

4. Complimentary advertising

The correct answer is: Puffery

Puffery is a legal advertising technique characterized by exaggerated claims about a product that are subjective and not meant to be taken literally. This form of advertising is commonly used to emphasize the benefits and positive attributes of a product, often in a way that would not mislead a reasonable consumer. For instance, stating that a pizza is the "best in the world" or that a cosmetic will make users "glow like a star" is considered puffery because these statements are subjective opinions rather than factual claims that can be proven true or false. In contrast, deceptive advertising and false advertising involve misrepresentation or untrue claims that can mislead consumers about a product or service, which can lead to legal issues for businesses. Complimentary advertising typically refers to promotional efforts that praise or endorse a product but does not specifically focus on exaggerated claims. Thus, puffery stands out as a unique and legal way to enhance product appeal through hyperbolic statements that are understood by consumers as promotional exaggerations.