当代间接对比广告的对比方法研究——从民国“阴丹士林布”广告说起

On the Comparative Approach to the Study of Modern Indirect Comparative Advertising

对比广告是一种很有效的广告形式,从民国"阴丹士林布"的对比广告说起,由浅入深地分析了当代间接对比广告的对比方法,从比产品独特优势、比销量和比观念三方面对现代媒体上常见的对比广告进行分析,为创作间接对比广告提供借鉴。

Comparative advertising is a very effective form of advertising. The author of this paper explores the comparative advertising in ＂indanthrene cloth＂ and analyzes the comparative method from the shallower to the deeper contemporary indirect comparative advertising. Comparative advertising is analyzed from the unique advantages, sales and products than the concept of three aspects of modern media than in common, provide theory guide for reference for the citation of indirect comparative advertising.