Until the 1960’s, advertising was simple. Companies advertised for their products and there was no real competition. Today, every company is against someone and they show this in their advertisements. This is called comparative advertising. Studies have shown that comparative advertising can achieve “important cognitive and conative outcomes as increasing message recall and purchase intention. Conversely, it also reported significant differences in favor of noncompartive advertising for other key advertising outcomes, such as improving attitude toward the adverting and attit...
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Rosengren, Sara, Micael Dahlen, and Erik Modig. "Think Outside the Ad: Can Advertising Creativity Benefit More Than the Advertiser." Journal of Advertising 42.4 (2013): 320-30. EBSCO MegaFILE. Web. 25 Feb. 2014.
Schlosser, Eric. “What We Eat.” 2001. Back to the Lake. Ed. Thomas Cooley. 2nd ed. New York: Norton, 2012. 667-74. Print.
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