Could you also please incorporate law review articles in your references. The reference list should contain 8-10 respectable sources such as reliable publications and .edu, .gov websites; Wikipedia cannot be used.

Introduction

? Advertising as a tool for representing company's personality;

? Legal regulations of advertising then and now (a brief history of governmental regulations of advertising);

? If there is a strict set of regulations and laws why advertising scandals even occur? (ambiguity)

The main topic of the paper is to showcase the role of language in advertising and describe the potential legal consequences that may occur when using language incorrectly.

Arguments (paragraphs):

1. Consumers often confuse legality with ethics; not all ethical issues can be regulated legally

? Discuss the concepts of puffery, reasonable consumer, misleading advertising deceptive advertising;

? Commercial exaggeration is legal and it is not possible to legislate against emotional appeals;

? Consumers sometimes take company's tagline or claim too literally;

2. Governmental and industry self-regulative laws are very complex and can be misinterpreted by the company

? Discuss FTC and advertising standards;

? Failure to define correctly product's or service's category sometimes lead to legal issues;

? A high lack of clarity for digital advertising since many laws were written prior to the spread of computers and Internet;

3. A very minor number of marketers and advertisers resort to violation of industry self-regulations and use of unethical tactics.

? Tough competition puts pressure on companies and forces them to create eccentric campaigns to break through the clutter;

? Industry is actively fighting the advertising fraud;

For the following court cases examples it is needed to refer to the actual court documents in addition to the articles:

Discuss the following court cases and incorporate in the context of the essay.

4. Whole Foods sued over false advertising of sugar in goods

5. Red Bull Will Pay $10 To Customers Disappointed The Drink Didn't Actually Give Them 'Wings'

6.Naked Juice Class Action Lawsuit Settlement Over Health Claims Means $9 Million For Consumers