The Great American Blow-Up: Puffery in Advertising and Selling / Edition 2

Paperback (Print)
Buy New
Buy New from
Buy Used
Buy Used from
(Save 28%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 90%)
Other sellers (Paperback)
  • All (16) from $1.99   
  • New (3) from $18.78   
  • Used (13) from $1.99   


How does advertising really work? This thoroughly revised edition of Ivan Preston’s popular classic, The Great American Blow-Up, provides new examples of puffery and deceit in advertising. Preston examines in detail the role of laws and the Federal Trade Commission in ensuring fair representation of goods and services to consumers. In a new concluding chapter, Preston describes and assesses developments in the field of advertising from the mid–1970s to the present.

Read More Show Less

Product Details

  • ISBN-13: 9780299152543
  • Publisher: University of Wisconsin Press
  • Publication date: 8/28/1996
  • Edition description: REVISED
  • Edition number: 2
  • Pages: 256
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.60 (d)

Meet the Author

Ivan L. Preston is Journal Communications/Heyse Professor of Journalism and Mass Communications at the University of Wisconsin–Madison. He has been honored three times by the American Academy of Advertising, most recently by being elected its president. An expert witness and author of numerous articles on advertising law, he is the author of The Tangled Web They Weave: Truth, Falsity, & Advertisers, also published by the University of Wisconsin Press.

Read More Show Less

Table of Contents

1 I'm the Greatest, Yes Sirree, That's All You'll Ever Hear from Me! 3
2 Falsity without Deception: As Possible As the Law Says, but Not As Probable 5
3 Puffery: Used Because It Works, Legalized Because It Doesn't 12
4 The Roots of Sellerism 27
5 Warranty: How Much Promise Do You Find in a Promise? 47
6 Misrepresentation: How Much Lying Do You Find in a Falsehood? 62
7 Opinion and Value Statements and Puffery: Avoiding Fact and Keeping Sellerism Alive 68
8 The Federal Trade Commission: Accelerating the Consumerist Trend 90
9 Reasonable Consumers or Other Consumers? How the FTC Decides 113
10 The FTC and Puffery: Some Wins and Some Losses in the Fight for Consumerism 124
11 Additional Kinds of Puffery, Beginning with Obvious Falsity 139
12 Puffing with Social and Psychological Claims 151
13 Puffing with Literally Misdescriptive Names 158
14 Puffing with Mock-Ups 167
15 Puffery's Immunity Should Be Eliminated 176
Notes 197
Table of Cases 228
Index 235
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)