Abstract
Comparative advertising, the practice of comparing two or more named or unnamed products in an advertisement, is well known to industrial marketers. This article focuses on the use of comparative advertising in the three leading business publications: Business Week, Forbes, and Fortune. The authors studied approximately 2900 full-page advertisements from 1970 through 1985. It was found that there was a significant increase in the use of comparative advertising during this period; in fact, the use of comparative advertising nearly tripled from 1970 to 1985. Although the predominant use of comparative advertising involves implied comparisons, there has been a continuing increase in the use of the more aggressive strictly comparative format.
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