Esme Inc., a manufacturer of cosmetics, ran an ad campaign in which it claimed that Esme's "Vivid" range of water-proof mascara is the best mascara in the world. It also claimed that the mascara gives 10 times more volume to the eyelashes and provides more definition to the eyes than any other mascara brand. This scenario is an illustration of

A. unfairness.
B. puffery.
C. deception.
D. unethical advertising.
E. superlative advertising.


Answer: B

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