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Ethical Issue: What is puffery, and how can it be justified in marketing messages? Consider the following: Dr. Phil calls himself America's most trusted relationship

Ethical Issue: What is puffery, and how can it be justified in marketing messages? Consider the following: Dr. Phil calls himself "America's most trusted relationship counselor." Rush Limbaugh claims to be "America's anchorman." Sony's Cyber-Shot camera advertisement says, "Make time stand still."

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