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	STUDIA EPHEMERIDES - Issue no. 1 / 2001

	Article:	A CRITICAL ANALYSIS OF COMPARATIVE ADVERTISING. Authors: GEORGE ANGHELCEV.


	Abstract: The paper explores one of the most effective forms of persuasion used in contemporary advertising: the comparative approach. From commercial to political advertising, more and more messages make use of comparisons. The practice has become so widespread that it affected the way governments and regulatory bodies relate to the ethics of advertising, by changing the laws and rules imposed on this public speech. This article examines the practice of commercial comparative advertising by drawing attention to its evolution, efficiency and limitations.




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