Should the BDA be Using Negative Attack Ads?

[PS3Maniac]

Speaking as a recent politics major, I've been thinking about the ads that we see on TV for Blu-ray. So far, every ad has been tied to a movie release and doesn't comment on the war as a whole at all. When people see these ads, I believe, they probably don't understand exactly what Blu-ray is besides being "high-def."

In my opinion, I would prefer to see some actual ads that call out HD-DVD and make note of why Blu-ray is better as opposed to just acting like it doesn't even exist. I know the popular convention regarding these ads is that you never specifically mention your opponent by name because it gives them free advertising, but I think the situation calls for tactics beyond what are normally used.

Your average person will go into stores and see these players for something called HD-DVD for cheaper than this thing called Blu-ray and may simply buy it on impulse without doing research. We all know that there are people stupid enough to do this. That is why I think the BDA needs to start pointing out what elevates Blu-ray to a higher level than HD-DVD and why the consumer should spend that extra hundred bucks or so to pick up the player.

I was wondering what other people thought on this matter. Should we see campaign-like ads where the BDA points out the movie studio advantage, the CE company advantage, or the software sales advantage? Or should they keep doing what they're doing now and hope that we emerge from Q4 victorious?