Many range of product marketed in Indonesia, therefore people are bombareded by lost of advertisement of the product. To help people shape their decision over a product, most companies use comparative advertising as their strategy. However, as a collectivistm culture contry, sosial harmony is an important issue in Indonesia, therefore when a product attempts to compare attempts to compare itself with another brand, it will somehow create on oddity in society. Comparative advertising help the compaines to build brand preference, encouraging brand switching, and accompaines the effots to individuals to compare product. But compaines still have a limited knowledge on how to execute the comparative advertising without giving negative impact to the product. This study aims to understand the effectiveness of comparative advertising. Survry and experiment will be conducted in this study and deploys four experiment materials (indirect comparative with fear message, indirect comparative with humor message, non-comparative with fear message, and non-comparative with humor message). This study expects to give some references to companies in execuating their advertising strategy,specifically in comparative advertising. Moreover, because comparative advertising in Indonesia is limited only on indirect comparative, the result of this study also expected to become a reference to how people think about comparative advertising.