Prof. Timothy Dewhirst of U of G’s Department of Marketing and Consumer Studies, contributed a commentary to the Toronto Star about U.S. presidential candidate Donald Trump’s choice of the “Make America Great Again” and “Keep America Great” campaign slogans.

Dewhirst writes that the MAGA slogan is an example of puffery, an exaggerated, unsubstantiated message that is non-specific.

“Given Trump’s penchant to exaggerate and offer unsubstantiated opinions, his adoption of a puffed political campaign slogan appears, paradoxically, true to his brand,” he writes.

Dewhirst is senior research fellow in marketing and public policy in the Gordon S. Lang School of Business and Economics. His research expertise includes sports, arts and entertainment marketing.