In today's world, where the role of electronic media is rampant, advertising is a major tool to reach the masses. Visual representation always had a lasting impact on the mind of consumers. In Comparative Advertising, the product of one company is compared with the competitive brand either explicitly or by a passing through reference without any direct mention in the advertisement. This is mainly done to point out the differences between the fiercely competitive brands that run neck to neck in the market. When an advertiser boasts about his products in order to gain consumer attention it is known as puffing up their claims.
Harshada Wadkar and Khushali Sanghani discuss about the nuances of Comparative Advertising in their Lexology article, which can be viewed at https://www.lexology.com/library/detail.aspx?g=34b2ff7c-f7c8-47ba-a8c8-55e332b2048e
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