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Negative Advertising Definition

Marketing Definitions

14 Oct 2019 • 1 min read •

Austin Shong

What is Negative Advertising?

Negative advertising definition: negative advertising is a form of advertising that aims to highlight a competitor’s faults and degrade their message.

Negative advertising is popular in the political arena with candidates on all political sides promoting adverts that focus on opponents’ weaknesses and shortcomings

This type of advertising is less common in the corporate world but does exist; often in the form of satire or parody.

For example:

Apple used negative advertising in its “Get a Mac” campaign that comedically focused on the weaknesses of Microsoft’s operating systems:

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