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:

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This scenario describes puffery, which is a common advertising technique that involves using exaggerated, subjective claims that cannot be proven or disproven. While the claims made by Esme Inc. may be difficult to measure objectively, they do not involve deception or unfairness. However, some may argue that the ad campaign is unethical if it misleads consumers into believing the claims made about the mascara are based on factual evidence.

Esme Inc, a Manufacturer of Cosmetics, Ran an Ad Campaign in in Which