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puffery
In law, puffery is a promotional statement or claim that expresses subjective rather than objective views, which no "reasonable person" would take literally.〔''(Newcal Industries, Inc. v. IKON Office Solutions )'', 513 F.3d 1038, 1053 (9th Cir. 2008).〕 Puffery serves to "puff up" an exaggerated image of what is being described and is especially featured in testimonials.
== Origin ==
In a legal context, the term originated in the 1892 English Court of Appeal case ''Carlill v Carbolic Smoke Ball Company'', which centred on whether a monetary reimbursement should be paid when an influenza preventive device failed to work. The manufacturers had paid for advertising stating that £100 would be paid in such circumstances then failed to follow this promise. Part of their defence was that such a statement was "mere puff" and not meant to be taken seriously. While the defence ultimately lost the case the principle was confirmed that certain statements made by advertisers, that were obviously not made in a serious manner, could be exempt from usual rules relating to promises in open contracts.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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