Written for the ordinary consumer as well as for advertisers and trade regulators, this book aims to demonstrate how advertising can better serve its audience. The author discusses the tools of the advertising trade, and what the law will and will not allow, in his analysis of what's wrong with advertising, how regulation sanctions deception and what reforms are necessary.
Ivan L. Preston is the 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, including serving as its president. An expert witness and author of numerous articles on advertising law, he is the author of The Great American Blow-Up: Puffery in Advertising and Selling, also published by the University of Wisconsin Press."