Puffery
Encyclopedia
Puffery as a legal term refers to promotional statements
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

 and claims that express subjective
Subjectivity
Subjectivity refers to the subject and his or her perspective, feelings, beliefs, and desires. In philosophy, the term is usually contrasted with objectivity.-Qualia:...

 rather than objective
Objectivity (journalism)
Parent article: Journalism ethics and standardsObjectivity is a significant principle of journalistic professionalism. Journalistic objectivity can refer to fairness, disinterestedness, factuality, and nonpartisanship, but most often encompasses all of these qualities.- Definitions :In the context...

 views, which no "reasonable person" would take literally. Puffery serves to "puff up" an exaggerated image of what is being described and is especially featured in testimonial
Testimonial
In promotion and of advertising, a testimonial or show consists of a written or spoken statement, sometimes from a person figure, sometimes from a private citizen, extolling the virtue of some product. The term "testimonial" most commonly applies to the sales-pitches attributed to ordinary...

s.

Federal Trade Commission definition

The United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...

 Federal Trade Commission
Federal Trade Commission
The Federal Trade Commission is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act...

 (FTC) defined puffery as a "term frequently used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined."

The FTC stated in 1984 that puffery does not warrant enforcement action by the Commission. In its FTC Policy Statement on Deception, the Commission stated: "The Commission generally will not pursue cases involving obviously exaggerated or puffing representations, i.e., those that the ordinary consumers do not take seriously." e.g., "The Finest Fried Chicken in the World."

Puff piece

Puff piece or fluff piece is an idiom
Idiom
Idiom is an expression, word, or phrase that has a figurative meaning that is comprehended in regard to a common use of that expression that is separate from the literal meaning or definition of the words of which it is made...

 for a journalistic
Journalism
Journalism is the practice of investigation and reporting of events, issues and trends to a broad audience in a timely fashion. Though there are many variations of journalism, the ideal is to inform the intended audience. Along with covering organizations and institutions such as government and...

 form of puffery; an article or story of exaggerating praise that often ignores or downplays opposing viewpoints or evidence to the contrary.
In some cases, reviews of films, albums, or products (e.g., a new car or TV) may be considered to be "puff pieces", due to the actual or perceived bias of the reviewer: a review of a product, film, or event that is written by a sympathetic reviewer or by an individual who has a connection to the product or event in question, either in terms of an employment relationship or other links. For example, a major media conglomerate that owns both print media and record companies may instruct one of its employees in one of its newspapers to do a review of an album which is being released by the conglomerate's record company.

Although some journalists may assert their professional independence and integrity, and insist on producing an unbiased review, in other cases, a writer may succumb to the pressure and pen a biased "puff piece" which praises the product or event while omitting any discussion of any shortcomings. In some cases, "puff pieces" purport to provide a review of the product or event, but instead merely provide "peacock words" ("An amazing recording"); "weasel word
Weasel word
A weasel word is an informal term for equivocating words and phrases aimed at creating an impression that something specific and meaningful has been said, when in fact only a vague or ambiguous claim, or even a refutation has been communicated.For example, an advertisement may use a weasel phrase...

s" ("probably one of the most important albums of the 2000s") and tabloid-style filler which is peripheral or irrelevant to assessing the qualities of the product or event ("During the filming, there were rumours that romantic sparks flew between the two co-leads, who were often seen talking together on the set").

The financial relationship between the product company or entertainment firm and the reviewer is not always as obvious as a cash payment. In some cases, a small group of reviewers may be given an exclusive invitation to test-drive a new sports car or see a new film before it is released. This privileged access to the product may lead the reviewer to do a biased review, either out of a sense of obligation, or because of a concern that the failure to produce a "puff piece" will lead to the loss of the preview privilege in following years. In some cases, the potential for bias in invitation-only preview sessions is substantially heightened when the reviewers are flown in to the location for the review, given fancy hotel rooms, and provided catered food and drinks during the actual review. The most egregious cases of this situation occur when, instead of inviting the reviewers to the company headquarters or another logical venue, the company gives all-expense paid tickets to Hawaii or Mexico, and holds the preview screening of the film or the product launch there.

See also

  • Boosterism
    Boosterism
    Boosterism is the act of "boosting," or promoting, one's town, city, or organization, with the goal of improving public perception of it. Boosting can be as simple as "talking up" the entity at a party or as elaborate as establishing a visitors' bureau. It is somewhat associated with American small...

  • Restaurant menu writing style
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