Comparative Study On The Comparative Advertising Between China And United States

Since comparative advertising born in the United States in1970s till now, it hasbeen favored in many countries, it gradually developed in China as well. Comparativeadvertising as a form of advertising has been much controversy since its inception. Itis like a double-edged sword, has both advantages and disadvantages. Legitimatecomparative advertising is good to promote fair competition between operators, it canalso accelerate the development of market economy, protect the legitimate interests ofconsumers. Illegal comparative advertising may disturb the order of the market,infringe upon the legitimate rights and interests of others, and resulting in unfaircompetition. The point is how to guide and regulate the use of comparativeadvertising. But at present our country’s advertising industry and academia stillhaven’t define the meaning of comparative advertising, the classification, the analysisof the legality, also we haven’t formed the relevant legal system to regulatecomparative advertising, which caused many controversy and disputes. In this paper Iwould like to compare with the United Stares, the most developed countries ofcomparative advertising in legislative, judicial practice and other sides. By learn fromthe practice and management experience of the United Stares, I would like to makerecommendations which conducive to the development of comparative advertisingbased on China’s national conditions.