ABSTRACT
THE social and economic importance of deceptive advertising justifies its serious study, and Burgoon, Newton, and Birk add much to our understanding. In addition, the methodology they use is worthy of further comment, and the modifications or alterations of Fishbein’s theorizing have implications far beyond the subject of this commentary. Indeed, even though my own research is critical/theoretical and focuses more generally on political rhetoric, argumentation, public relations, and issue management, the Burgoon, Newton, and Birk chapter provides the opportunity for a discussion of some mutual concerns.
