In contemporary society, fierce competition in the field of advertising has drawn widespread attention. To some extent, advertising is not only a tool to attract consumers but also a weapon to knock down their direct competitors. Attack ad plays an important role in negative campaigns and serves to pointing out opponent’s faults and contrasting them against its own platform.
On one hand, attack ad is effective and impressing. In the video, AMD criticized NVIDIA’s product for its cooler system and try to focus on the “Keep Cool” campaign. There is no doubt that the best way to win a battle is to knock the opponent down directly. Therefore, attack ad points out the failure of the product and makes consumers think twice before their purchasing. Appealing to those who may not necessarily be interested in the area but happened to be watching television when the ad came on and were struck by the claims it made without knowing if they were true or not, attack ad effectively ruin the competitor’s reputation while advocating their own campaign.
On the other hand, attack ad might be both misleading and unethical. Obviously, statements in the ad may or may not be true, but regardless of its authenticity, statements in an attack ad are often exaggerated. What is worse, sometimes two companies are so much centered into getting their opponent down that they forget to do some actual improvements. After all, the most important way to build customers’ loyalty is building the brand instead of try to knock others down.
Trackbacks