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Brand Depreciation in Indirect
Comparative Advertising
The Legal Approach and
Psychological Empirical
Research on Image Shaping
and Brand Positioning on the
Polish Advertisement Market
Agnieszka Woźnica-Kowalewska
INTRODUCTION
In today’s reality, we are accompanied by advertisements at all times. Advertising communication
reaches us in huge quantities. Among them, there are various types of comparative advertisements,
which directly or indirectly compare two or more products or services and which state or imply that
the advertised product remains in a relationship with a comparable one irrespective of whether the
competitor is mentioned b