As discussed in the Communication Workshop at the end of this chapter, puffery in advertising may be tacky, but it is not illegal. Few of us take claims seriously that shout the best pizza in town, the largest selection of electronics, the ultimate fresh breath, the world's juiciest hamburgers, the biggest pie money can buy, or the coldest beer. After all, such exaggerated claims cannot be proven and do not fool anyone.
Serious, quantifiable claims, however, must be backed up with evidence or they could mean litigation: "Our chicken has less fat than a hamburger. It's better for you."30 This bold claim was investigated, and the fried chicken restaurant had to stop using it in its advertising. Yes, the fried chicken had a little less total fat than a hamburger, but it contained more harmful transfat, sodium, and cholesterol, making it higher in calories-a decidedly unhealthy alternative. As the Federal Trade Commission points out, a restaurant can compare itself to others, but it must tell the truth.

Your Task. Look for examples of puffery, and find ads that would need to prove their claims. How can you tell which is which? Discuss examples in class or in an online forum set up for your class.