This paper first introduces the concept and characteristics of meme,then based on the concept of memetics,it analyzes the comparative advertisement in such aspects as advertising form,its types and strategies,hoping to gain a proper position and legal support in advertising .

Comparative advertisement has become a competition form adopted by competitors in practice,but the anti-unhealthy competition law has not any response for it.

The comparative advertisement mainly compares its product, service or business with that of its opponent and it often becomes artifice that highly praises its own product, service or business and belittle others .

Discussion on the Legal Control of Comparative Advertising and the Perfection of China s System on Comparative Advertising;

As a comparative advertising,comparative advertising with the tendency to show off possesses the difference from and similarity to other comparative advertisings.

Researchers have reached a consensus on the comparative advertising’s concept and its communication effects, the emphases of their recent studies are the functional mechanism of comparative advertising and the relevant factors that influence its communication effects.