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.However, the generalization from many decisions is that the required minimum percentage lies in the range of 20 to 25 in FTC cases, ... For a number of years Sears, Roebuck aamp; Co. advertised that its Kenmore dishwasher could completely clean dishes, pots, and pans aquot;without prior rinsing or scraping. ... ownera#39;s manual.
|Title||:||The Tangled Web They Weave|
|Author||:||Ivan L. Preston|
|Publisher||:||Univ of Wisconsin Press - 1996-01|