What Are The Ten Guidelines Given By The American Association Of Advertising Agencies For Comparative Advertising?
The American Association of Advertising Agencies considers the area of comparative advertising a verily critical one where the gamut of ethical issues is quite wide in magnitude. Therefore their magnitude of caution to control the problems had to be in sync with that and henceforth they issued the following guidelines: The overt theory and underlying theme of the advertisement should focus on promoting one’s own brand rather than belittling the competitor’s brand. The mention of a competitive product in an advertisement should be one that is a vital source of competition to the brand that is advertised. In terms of identification of competition, it should be in profound propriety rather than degrading undertones for the competitor. The mode of comparison should be cohesive and analogical rather than irrelevant and abrupt. Intention behind advertising should be sincerity and candour in comparison rather than accentuating your own brand by degrading the other ones. In the case of a compe
