Abstract This research explored whether hyperbole and puffery ads at two levels of intensity produced differential effects in contrast to nonexaggerated ads. An experiment had 597 subjects rate 1 of 20 ads on ad liking, product quality, deception, product-name recall, and buying intention. Hyperbole ads yielded the highest ad liking, perceived general product quality, and buying intention, along with the highest ratings of perceived deception, in contrast to puffery and control ads. Puffery did not distinguish itself from control ads, having little to no functional effect on common advertising outcome measures. Therefore, hyperbole may offer superior advertising outcomes compared to puffery.

中文翻译：

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探索广告中夸张和浮夸的变化

摘要这项研究探讨了与非夸张广告相比，两个强度级别的夸张和浮雕广告是否会产生不同的效果。一个实验有597个主题，在喜好，产品质量，欺骗，产品名称召回和购买意愿方面，对20条广告的评价为1。与浮夸和控制广告相比，夸张广告产生了最高的广告喜好，感知的一般产品质量和购买意向，以及感知欺骗的最高评分。Puffery并未将自己与对照广告区分开来，对常见的广告结果指标几乎没有功能影响。因此，夸张的广告效果比起浮夸的广告效果更好。