In this lively, entertaining, and informative book, Dean K. Fueroghne guides readers through the complex laws governing the creation of advertising, illuminating a heavily regulated arena at the intersection of free enterprise and consumer protection.
Is it acceptable to use images of real people, famous or not? Can Nike talk about Adidas in its promotional campaign? When can money be shown? What constitutes puffery, or deceptive truth, or bait-and-switch advertising? What are the specific rules pertaining to professional businesses, political advertising, or the marketing of alcohol or tobacco? What is the difference between copyright and trademark? Fueroghne answers these questions and more as he covers the complex laws relevant to advertising in all its guises. In addition to discussing specific cases, he explains the reasoning behind the court's decisions and how it affects the business of advertising.
Students of strategic communication as well as advertising professionalsâfrom agency account executives and copywriters to art directors and freelance designersâwill learn to anticipate when proposed advertising may cause legal problems and how to avoid costly mistakes. Advertising lawyers will also appreciate the book as a handy reference that gathers in one place the many disparate laws affecting marketing and promotion in the United States today.
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Table of contents
- Cover
- Halftitle
- Series Page
- Title
- Copyright
- Content
- Detailed Content
- Foreword
- Preface
- 1âAn Overview of Advertising Regulation
- Part IâThe General Landscape of Laws Relating to Advertising
- 2âThe Federal Trade Commissionâs Role in Advertising Regulation
- 3âSpecific Forms of Concern under the Federal Trade Commission Act
- 4âThe ClientâAgency Relationship
- 5âThe Internet
- Part IIâBroad Issues Relating to Advertising
- 6âComparative Advertising
- 7âThe Rights of Privacy and Publicity
- 8âAdvertisingâs Role in Products Liability
- Part IIIâSpecific Issues Relating to Advertising
- 9âCopyright Regulation
- 10âTrademark Regulation
- 11âContests and Lotteries
- 12âGuarantees and Warranties
- 13âSpecial Areasâof Advertising Concern
- Notes on Cites
- Glossary
- Advertising Regulation Resources
- Index
- About the Author
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Yes, you can access Law & Advertising by Dean K. Fueroghne in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.