Around election time every year, we see ads on television claiming that one candidate is superior to another in terms of experience, capability, and/or ethics. Sometimes opponents are named and even vilified in these ads.

Comparative Advertising

Explanation:

Comparative advertising is a marketing strategy in which  a company or firm implicitly or explicitly compares its  products and services with another comp-competitor and puts the competitor in a negative light while the company itself in a good light by explaining and highlighting  how its service or products is superior to the competitor.

In the same vein,During election time,  political candidates use the strategy  of comparative advertising to highlight  superiority over  an opponent and communicates  negative and derogatory  information about such  opponent  in order to solicit vote from  prospective voters.

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