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- Title
Deception in Advertising: A Conceptual Approach.
- Authors
Gardner, David M.
- Abstract
The article offers an approach to understanding and categorizing deceptive advertising and suggests several research methods for its measurement. The author points out the ambiguity in the current definitions of deception and shows how the consumers' definition of deception is different than that of the U.S. Federal Trade Commission. Several writers have attempted to define deception in the most complete sense, but several problems with these definitions were also to be found. The author develops a hypothesis and outlines a plan for detecting deception in advertising.
- Subjects
UNITED States; FALSE advertising; ADVERTISING laws; BUSINESS ethics; CONSUMER fraud; CONSUMER protection; DEFINITIONS; AMBIGUITY in advertising; ADVERTISING; UNITED States. Federal Trade Commission
- Publication
Journal of Marketing, 1975, Vol 39, Issue 1, p40
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1250801