Ivan L. Preston wasn?t exaggerating when he found examples nearly everywhere of puffery – his favorite word to describe unsubstantiated advertising claims.
Neither would it be an exaggeration to say Preston became something of an expert on the subject. He long taught with the University of Wisconsin-Madison School of Journalism and Mass Communication, earning a reputation with his first book, “The Great American Blow-Up: Puffery in Advertising and Selling.”