A Study On The Comparative Advertising In China And The United States

My dissertation is a comparative study of comparative advertising in China and the USA and tries to deal with the differences on the using and managing of this marketing instrument in a detailed and profound way. After defining the term "comparative advertising"and indicating the different types of the approach, I devote the next section to questions associated with the historical development and practical use of comparative advertising in the two countries as well as attempt to outline answers to the questions: To what extent do cultural and economic components affect the use of comparative advertising? What must one take into account when planning comparative advertising? The answering of these questions are coupled with a quantitative study under investigation as well as in-depth analysis dealing with the well-known COLA comparative advertising campaign in the United States. This section is followed by a description of the legal situation of comparative advertising in the respective countries that enabled me to both work out existing similarities and differences. Special attention is paid to the amendment of the Chinese Law Against Unfair Competition in 1993 as well as the US Federal Trade Commission and the self-regulatory scope and procedures. The last section is reserved for conclusions and recommendations for future research. Some American advertising regulations related to the study had been attached to the end of the thesis as appendix.