Ads Need ‘Better’ Choice of Words

The use of words such as “best’, “better” or “best in the world” in advertisements pertains to America’s long love for superlatives [“Battle Over Pizza Puffery Could Reshape Ad Landscape,” April 2].

It personally irks me when I see or hear these words as I know they’re unsubstantiated claims; particularly “best in the world,” which I find pretentious and a disregard for the rest of the planet.

On a happy note, the advertising world shouldn’t feel crippled if unable to use superlatives from now on: It could refer to French advertising, which has remained very creative despite the fact that--for decades--it has been illegal to use “best”, “better”, “No. 1” and the like unless provable in a court of law.

Perhaps it will even generate more creative and “better” advertising in the U.S.: Necessity being the mother of invention and all.

Let us not worry, this is why we have copywriters.

FRANCOISE DUBOIS

Newbury Park