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Abstract Comparative advertising was considered bad manners by most everyone in the past and still is by some today. But with the rise of consumerism. the Federal Trade Commission recognized this technique's potential to replace the traditional, non-specific “Brand X” with a more meaningful direct comparison. Realizing that comparative ads also had the potential to misinform. NBC. ABC. American Association of Advertising Agencies and National Association of Broadcasters issued their own individual guidelines. Some examples of acceptable and successful comparative advertising are discussed.
Anthony C. Chevins (Sun,) studied this question.