The increase in competition has resulted in a greater use of comparative advertising by companies to tell consumers why their products should be brought. With a plethora of brands sold in the market, consumers are confused and lost. There are enough advertisements that cater to emotional appeal, fear appeal, status appeal, and what not. But a consumer who plans to buy a high value, durable product, has some tough decisions to take. It is here that comparative advertisements steps in. In India too it is legal and the increasing number of comparative advertisements appearing both in the print and TV media is the testimony that it has the nod of the consumers.
