Puffery and Deception (Essay Sample)

Puffery and Deception 
Puffery is making an exaggerated claim about anything. It is mostly used in advertisements to entice the public to purchase the commodity. The claim cannot be ascertained as true as it is vague. An example is Gillette’s slogan “the best a man can get”. This is not a measurable statement of fact, as there is no scientific means of ascertaining the claim. The best can be measured in terms of a number of aspects, thus making it difficult for one to state it as a fact.
On the other hand, deception is a misleading statement about a product. The false statement may be a result of an over exaggeration, concealing some information or just an outright lie. The false statement is used to erode the public’s rational thinking and lure them into buying a product that they would otherwise not buy. It is illegal and can be prosecuted in a court of law. An example is aL’oreal Lancôme Gèntique advertisement that claimed to promote the development of youth proteins that make the skin younger. The claim can be ascertained by measuring the performance of the product by use of scientific methods. The advert was deceptive as the company had not clinical tested the lotion and had no actual evidence to back up the claim.
The above mentioned adverts were broadcasted to the public and heard by a large number of people. Upon hearing the advert each person had his/her own perception about the product. Personally, both adverts lack the aspect of ethnics as they promote something they cannot offer. Their means of persuasion are unethical as they stir in me a false perception with high expectations thus negatively influencing my opinion about the product. Though the product might actually be good, personally, it doesn’t measure the standard as it is associated with exaggeration and deception.
“Show me your friends and I will tell you your character” is a common cliché. My church youth group has high ethical standards influenced by the Bible’s belief. It is unethical and considered a sin to lie even though it may be simply a white lie, nobody likes being lied to. The exaggeration and misinterpretation of a product/ service is not well received by my peers as it is viewed simply as a lie. This misinterpretation mostly leads to a negative attitude towards the product and company as they are viewed as a mere phony. 
In conclusion, though puffery is acceptable it is not right. It gives people high expectation that cannot be fulfilled. Though cheating might seem easier and attains the target, there is always a right way of doing things.
 
References
Fieser J & Moseley A. (2012).Introduction to Business Ethics. San Diego CA: Bridgepoint Education, Inc
Salzberg S. (2014). Can L’oreal Cosmetic Lotion Turn Back Time? Not Yet. Forbes.7th June [Online]. Available at :<http://www.forbes.com/sites/stevensalzberg/2014/07/06/can-loreals-cosmetic-lotion-turn-back-time-not-yet/> [Accessed 17th September 2014]