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A study of effects of comparative advertising : A technique of persuasive communication

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  • 比較広告効果についての検討 : 説得的コミュニケーションの一技法として
  • ヒカク コウコク コウカ ニ ツイテ ノ ケントウ セットクテキ コミュニケー

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Abstract

Comparative advertising, which has recently been permitted in Japan, emphasizes the difference of the specific attributes between one brand and its rival. Further, this advertising often highlights the negative aspects of the rival brand. The purpose of this study was to investigate the effects of comparative advertising on people's responses toward the advertisements and the brand maker. Also, this study examined whether the Japanese sympathy for the weak influenced the response or not. Four kinds of printed advertisements were prepared. Then, 217 university students were randomly assigned to one of the four versions, and were subsequently asked to complete questionnaires. The results were as follows: (1) Comparative advertising attracted more attention, but aroused more antipathy than non-comparative advertising. (2) Comparative advertising also had a negative effect on impression of the brand maker. (3) The sympathy for the weaker brand did not appear in the responses related to comparative advertising.

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