This study finds that comparative advertisements comparing with other people are more effective for product owners in the East versus West, particularly in a market leading company’s advertisements, since such comparative advertisements focus on comparing superiority via ownership between people. Different from previous research findings, moreover, a market leading company’s direct comparative advertisements with others –i.e., comparing themselves with obvious objects― are likely to elicit strong effects for Easterners than indirect comparative advertisements with others. Thus, this study finds that market leaders’ direct comparative advertisements with others are more effective in Eastern versus Western countries, and suggests that marketing managers of Eastern market leading companies appeal to their superiority via ownership as reinforcing and confirming their leading position in the market.