Professional Documents
Culture Documents
• Surrogate advertisement
• Puffery
• Exaggeration
• Unverified claims
• Women stereotyping
• Women used as sex symbols for promoting
products
• Comparative advertisements
• Use of children in advertising
Surrogate advertising is prominently
seen in cases where advertising
Surrogate advertising
a particular product is banned
by law. Advertisement for
products like cigarettes or
alcohol which are injurious to
heath are prohibited by law in
several countries and hence these
companies have to come
up with several other products that
might have the same brand name and
indirectly remind people of the
cigarettes or beer bottles of the
same brand Common examples
include Fosters and Kingfisher
beer brands, which are often seen to
promote their brand with the help
of surrogate advertising.
Puffery
• Puffery as a legal term refers to promotional statements and
claims that express subjective rather than objective views,
such that no reasonable person would take literally. A two-
year old might believe that polar bears enjoy sipping Coca-
Cola. But we know better.
EXAGGERATION
• Using false claims in the advertisements about the product.
• For example:-Ghari detergent - “Pehle Istemaal kare phir
vishvaas kare.”, Tide detergent – “White ho to Tide ho.”,
Vodafone Essar – “Wherever you go our network follows.”
Complan Vs Horlicks
Amul macho