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Guest to Speak to UW-Eau Claire Students and Faculty About 'Puffery' in Super Bowl XL Ads

RELEASED: Feb. 9, 2006

Dr. Ivan PrestonEAU CLAIRE — Dr. Ivan Preston, humorously described by The Wall Street Journal as "the world's greatest expert on 'pure baloney' in advertising," will visit the University of Wisconsin-Eau Claire to share his views on truth in advertising with students and faculty on Tuesday and Wednesday, Feb. 14-15. He will focus on "puffery" in the commercials shown during Super Bowl XL.

Preston, journal communications professor emeritus in the School of Journalism and Mass Communication at UW-Madison, will speak to student members of the Advertising Federation, and the Communication and Journalism Organization Tuesday from 7 to 8 p.m. in Room 303 of Hibbard Hall.

On Wednesday, Preston will speak to Barbara Arnold's "Fundamentals of Advertising" class from 10 to 11 a.m. in Room 101 of Hibbard Hall. He will be available to speak to any interested media representatives from 11 to 11:45 a.m. and from 1 to 3:15 p.m. Later he will speak to two of Dr. Michael Dorsher's classes on "Mass Media Ethics" from 3:45 to 4:15 p.m. and from 4:30 to 5 p.m. in Room 106 of Hibbard Hall.

Preston has written two books on deceptive advertising: "The Great American Blow-Up: Puffery in Advertising," 1975 (revised edition, 1996), and "The Tangled Web They Weave," 1994, both published by the University of Wisconsin Press, as well as 12 law review articles on deceptive advertising and other articles in academic journals and the trade press. He has served as a consultant and expert witness in advertising litigation for the Federal Trade Commission, the Wisconsin Consumer Protection Division, and advertisers.

Prior to his academic career, Preston worked in advertising for Ketchum Communications of Pittsburgh, and he also worked in journalism and public relations. He earned a doctoral degree in communications in 1964 from Michigan State University. He has received the Outstanding Alumni Award from Michigan State University and the Outstanding Contribution to Research Award from the American Academy of Advertising and the National Association of Advertising Educators. He has also been named a Fellow of the Academy, and he served as its president in 1996.

For more information or to schedule an interview with Dr. Preston, contact Arnold, associate lecturer of management and marketing, in the College of Business on Tuesday and Thursday at (715) 836-5026 or on Monday, Wednesday and Friday in the department of communication and journalism at (715) 836-5690 or e-mail her at arnoldb@uwec.edu.

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NW

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