How to manage the intensity of comparison in comparative advertising over time
JangSun Hwang University of Tenessee, Knoxville
During the past quarter century, comparative advertising (CA) has been one of the most popular advertising message formats in the USA since the Federal Trade Commission's informal encouragement of explicit comparisons in 1972 (Barry 1993b). WhileYum, J. (1987) Korean philosophy and communication, and the practice of UyeRi in interpersonal relationships. In Communication Theory: Eastern and Western Perspectives, D.L. Kincaid (ed.). New York: Academic Press.