Comparative advertising: contribution to a conceptual approach

LA PUBLICITE COMPARATIVE: contribution à une clarification conceptuelle

Christian Dianoux ()
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Christian Dianoux: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: This paper, from a double approach at once semantic and semiotic, try to find what the concept of the comparative advertising is covering in marketing. Around the reference more or less explicit to the competition, the concept defines the field of the comparative rhetoric and covers up news opportunities of research.

Date: 1998
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Published in 14ème Congrès International de l’Association Française du Marketing, 1998, Bordeaux, France

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