Abstract

Abstract:

This Author Meets Critics conversation focuses on Fred Beard's book Comparative Advertising: History, Theory, and Practice (Lexington Books, 2018). Beard meets with three advertising scholars and a leading creative executive to discuss the following topics: comparative advertising types, the history of comparative advertising, comparative advertising's effectiveness, the regulation of comparative advertising in politics, comparative advertising and social media, consumer responses to social media, changing definitions of advertising, the future of satire and humor in comparative advertising, how comparative advertising brings people together and apart, and best practices in using comparative advertising.

Additional Information

ISSN
2475-1790
Launched on MUSE
2019-07-12
Open Access
No
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