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Comparative advertising: contribution to a conceptual approach
[LA PUBLICITE COMPARATIVE : contribution à une clarification conceptuelle]

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  • Christian Dianoux

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

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.

Suggested Citation

  • Christian Dianoux, 1998. "Comparative advertising: contribution to a conceptual approach [LA PUBLICITE COMPARATIVE : contribution à une clarification conceptuelle]," Post-Print hal-01987123, HAL.
    • Handle: RePEc:hal:journl:hal-01987123
    Note: View the original document on HAL open archive server: https://hal.univ-lorraine.fr/hal-01987123
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