谈起对比广告,可能大家都不会感到陌生,从农夫山泉的“水仙篇”、娃哈哈的“金鱼篇”,到最近移动推出的“找网掉钱篇”等等,都属于对比广告。简单来说,对比广告就是以明示或暗示的方式,标榜“我的就是比你的好”,从而使消费者识别出自己与竞争对手在品牌、产品或服务之间的区别。欧共体《对比广告议案》中有更详细的论述:“任何广告无论以何种方式,或直截了当,或以间接方式,或以某种隐含暗指的手段,涉及自己的竞争对手,或提及了其产品和所提供的服务项目,即构成了对比广告。”对比广告会直接或间接地确定一个竞争者,其目标 Talking about contrast ads, we may not be unfamiliar, from the Nongfushangquan “Narcissus”, Wahaha’s “Goldfish articles” to the recent move to launch “looking for the network to lose money articles” and so on, are all comparative ads. In simple terms, contrasting advertising advertises “I am better than you”, either explicitly or implicitly, so that consumers recognize the difference between their brand, product, or service with their competitors. The EC “Contrast Advertising Campaign” states in more detail: “Any advertising involving an own competitor either directly or indirectly, or by some implied allusion, or A reference to their product and the service offered constitutes a comparison advertisement. ”A comparison advertisement determines, directly or indirectly, a competitor whose goal