Comparative advertising in Singapore : proposed amendments to the 1999 Singapore code of advertising practice (2nd Edition).

• Main Authors: Ong, Lynn Pei Shan., Tian, Yee Shin.
• Other Authors: Ang, Peng Hwa
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/1340
• Institution: Nanyang Technological University

The use of comparative advertising as an advertising technique is old, and the fast growing literature on this subject is an indication of the interest advertising practitioners and researchers have in this technique. However, this form of advertising remains controversial and past research on the e...