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Must Read List, University of Wisconsin
compiled by Ivan L. Preston, Journal Communications Professor Emeritus


1975 The Great American Blow-Up: Puffery in Advertising and Selling, Univ. of Wisconsin Press

1994 The Tangled Web They Weave, University of Wisconsin Press

1996 The Great American Blow-Up: Puffery in Advertising and Selling, revised edition


1979 Consumer Information Remedies, Federal Trade Comm., several authors, Dee Pridgen, ed.

1979 Advertising and Government Regulation: A Panel Report from the American Academy of Advertising, Marketing Science Inst., several authors, Gordon Miracle, ed.

Law Review Articles:

1998 "Puffery and other 'loophole' claims: How the law's 'Don't Ask, Don't Tell' policy condones fraudulent falsity in advertising," Journal of Law and Commerce, Fall

1993 "A role for consumer belief in FTC and Lanham Act deceptive advertising cases," co-author Jef I. Richards, American Business Law Journal, May

1990 "The definition of deceptiveness in advertising and other commercial speech," Catholic University Law Review, No. 4

1989 "False or deceptive advertising under the Lanham Act: analysis of factual findings and types of evidence," Trademark Reporter, July-Aug

1989 "The FTC's identification of implications as constituting deceptive advertising," Univ. of Cincinnati Law Review, No. 4

1988 "Consumer miscomprehension and deceptive advertising: a response to Prof. Craswell," co-author Jef I. Richards, Boston University Law Review, March, No. 2

1987 "Description and analysis of FTC order provisions resulting from references in advertising to tests or surveys," Pepperdine Law Review, No. 2

1987 "Extrinsic evidence in Federal Trade Commission deceptiveness cases," Columbia Business Law Review, No. 3

1987 "Quantitative research: a dispute resolution process for FTC advertising regulation," co-author Jef I. Richards, Oklahoma Law Review, No. 4

1986 "Data-free at the FTC? How the Federal Trade Commission decides whether extrinsic evidence of deceptiveness is required," American Business Law J., Fall

1986 "Consumer miscomprehension as a challenge to FTC prosecutions of deceptive advertising," co-author Jef I. Richards, John Marshall Law Review, Spring

1980 "Enhancing the flow of information in the marketplace: from caveat emptor to Virginia Pharmacy and beyond at the Federal Trade Commission," co-author Dee Pridgen, Georgia Law Review, Summer

Other Journal Articles:

1997 "Regulatory positions toward advertising puffery of the Uniform Commercial Code and the Federal Trade Commission," Journal of Public Policy and Marketing, Fall

1997 "Advertising regulation," Encyclopedia of the Consumer Movement, ABC-CLIO

1995 "Unfairness developments in FTC advertising cases," J. of Public Policy and Marketing, Fall

1995 "Dissension at the FTC in identifying consumer response to ads," Marketing and Public Conference Proceedings, Vol. 5

1993 "Relating research on deceptiveness law to ethics in advertising," ch. in N. Smith & J. Quelch, eds., Ethics in Marketing, Irwin

1992 "The scandalous record of avoidable errors in expert evidence offered in FTC and Lanham Act deceptiveness cases," Journal of Public Policy & Marketing, No. 2

1992 "Proving and disproving materiality of deceptive advertising claims," co-author Jef I. Richards, Journal of Public Policy & Marketing, No. 2

1991 "Guidelines for identifying deceptiveness in advertising," Proceedings, Advances in Claim Substantiation, Workshop of the Nat. Advertising Div., Council of Better Business Bureaus

1989 "The continuing debate on political advertising: toward a jeopardy theory of political advertising as regulated free speech," co-author Clarke Caywood, Journal of Public Policy and Marketing

1989 "The costs of prohibiting deceptive advertising---are they as substantial as economic analysis implies?" co-author Jef I. Richards, Advances in Consumer Research

1987 "A review of the literature of advertising regulation: 1983-1987," Current Issues and Research in Advertising 1987

1987 "Overview," Advertising Law Anthology, Vol. XI

1987 "Contrasting types of advertising content---a case of terminology gone wild," Proceedings, American Academy of Advertising

1987 "Services advertising and the FTC: problems and opportunities," co-author Marian Friestad, Proceedings, American Academy of Advertising

1986 "The relationship of miscomprehension to deceptiveness in FTC cases," co-author Jef I. Richards, Advances in Consumer Research

1985 "The developing detachment of advertising research from the study of advertisers' goals," Current Issues and Research in Advertising 1985

1984 "The expanded Association Model: keeping the hierarchy concept alive," co-author Esther Thorson, Journal of Advertising Research, Feb.-March

1983 "A review of the literature on advertising regulation," Current Issues and Research in Advertising 1983

1983 "Research on deceptive advertising: commentary," Ch. 13 of Richard A. Harris, ed., Information Processing Research in Advertising, Erlbaum

1983 "Defining consumer science: a mass communication scholar's view," in Consumer Science in Institutions of Higher Education, R. Stampfl, ed., U. S. Office of Consumers' Education

1982 "The Association Model of the advertising communication process," J. of Advertising, No. 2

1982 "Advertising," Grolier Encyclopedia

1981 "The potential impact of research on advertising law: the case of puffery," co-author Herbert J. Rotfeld, Journal of Advertising Research, April

1981 "Deceptive and nondeceptive consequences of evaluative advertising," co-author Terence A. Shimp, Journal of Marketing, Winter

1980 "Researchers at the Federal Trade Commission: peril and promise," Current Issues and Research in Advertising 1980 Also published in speech form in Advertising and the Public, K. Rotzoll, ed., Univ. of Illinois, 1980, commemorating the Sandage Symposium, Univ. of Illinois

1980 "The FTC's emerging theory of consumer protection via increased information," co-authors Debra L. Scammon and Dennis L. McNeill, Theoretical Developments in Marketing, Amer. Marketing Ass'n

1980 "The compatibility of advertising regulation and the First Amendment," J. of Advertising, No. 3

1980 "Comment on Morgan's 'The admissibility of consumer surveys as legal evidence in courts,' Fall 1979," Journal of Marketing, Summer

1977 "The FTC's handling of puffery and other selling claims made 'by implication,'" Journal of Business Research, June

1977 "The Federal Trade Commission's use of evidence to determine deception," co-author Michael T. Brandt, Journal of Marketing

1976 "A comment on 'Defining misleading advertising' and 'Deception in advertising,'" Journal of Marketing, July

1974 "Reasonable consumer vs. ignorant consumer: how the FTC decided," Journal of Consumer Affairs, Winter

1973 "Why use false puffery?" The New York Times, Feb. 25

1972 "Puffery---a problem the FTC didn't want (and may try to eliminate)," co-author Ralph H. Johnson, Journalism Quarterly, Autumn

1971 "Advertising: more than meets the eye?" co-author Steven E. Scharbach, Journal of Advertising Research, June

1971 "Perceiving advertisements as emotional, rational and irrational," co-author Lawrence Bowen, Journalism Quarterly, Spring

1970 "A reinterpretation of the meaning of involvement in Krugman's models of advertising communication," Journalism Quarterly, Summer

1969 "Communication: is it always persuasion?" Quarterly Journal of Speech, October

1969 "How NAACP leaders view integrated advertising," co-author David C. Schmidt, Journal of Advertising Research, September

1969 "Observations on the consumer's use of the mass media," J. of Consumer Affairs, Summer

1969 "Media usage and political activity," co-author Jerome D. Becker, Journalism Quarterly, Spring

1968 "Relationships among emotional, intellectual, and rational appeals in advertising," Speech Monographs, November

1967 "Theories of behavior and the concept of rationality in advertising," J. of Communication, Sept.

1967 "Choosing the level of significance in communication research," Public Opinion Quar., Spring

1967 "Logic and illogic in the advertising process," Journalism Quarterly, Summer

1966 "An empirical test of the role of pertinence in attitude change," Journalism Quarterly, Summer

1965 "Inconsistency: a persuasive device," a chapter of Dimensions in Communication: Readings, J. Campbell & H. Hepler, eds., Wadsworth

1964 "Dogmatism and performance of the communicator under cognitive stress," co-author Erwin P. Bettinghaus, Journalism Quarterly, Summer


Ivan L. Preston, Ivan L. Preston

Copyright © 2000 Ivan L. Preston. All rights reserved.