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.3 THE SEARS DISHWASHER CASE This is the first of a number of chapters in which I interrupt the flow temporarily to tell a classic story of advertising deceptiveness. ... For a number of years Sears, Roebuck aamp; Co. advertised that its Kenmore dishwasher could completely clean dishes, pots, and pans ... ownera#39;s manual.
|Title||:||The Tangled Web They Weave|
|Author||:||Ivan L. Preston|
|Publisher||:||Univ of Wisconsin Press - 1996-01|