Ad Analysis: Garnier BB Cream

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Ad Analysis: Garnier BB Cream
With promises of “perfect” skin in just 30 seconds, the product ad under review is Garnier’s BB Cream. The main claim of this ad is that this is the 1st ever BB cream to give you perfect skin in 30 seconds. Along with this claim this product states that it has a “miracle formula” that will even, cover, illuminate, hydrate and protect your skin. While all these claims seem to sound promising, sometimes there needs to be some room to really interpret these statements.
While all these statements may seem truthful, they actually contain puffery, or explicit claims. The reason why these claims are explicit is because they simply cannot be measured. While this product may give the consumer “perfect” skin, there really is no scale or set standard, nor is it even remotely possible to attain perfection. Another claim this product makes that cannot be measured is that this is an “all in one” miracle; however, last time I checked miracles could not be bottled up into a cosmetic product.
Potter discusses different criticisms that can be used to evaluated adver...

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