QualityClaims are often made in terms of comparatives (better, -er) and superlatives (best, -est). Superlatives, especially vague generalized praise and subjective opinions about quality and beauty, are often called "glittering generalities." Most products and services will use such "sales talk" or "puffery" (as the courts call it). Few restrictions exist because the law assumes that reasonable buyers should expect this self-praise from product sellers, and that most people will recognize and discount such vague generalities and subjective opinions. ( Ivan Preston, in The Great American Blow Up, disagrees. He argues that laws ought to be tightened against puffery as being deceptive.) Product-centered ads make claims and promises to stress the good qualities of the product: explicitly said in words, or implicitly suggested using words and images. |
Key Words
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