In an effort to strengthen its position in 3D TVs, LG Electronics is provoking rival Samsung and Sony by criticizing their competing products.

In an advertisement published in the latest edition of USA Today, LG asks, "Hey Sony and Samsung, remind us why people need those heavy, battery-burdened, left-right blinkety-sync 3D glasses?" In earlier ads that had appered in the Wall Street Journal and New York Times newspapers the company advised Samsung and Sony to "stick to 2D."

The provocative ads kick off LG's latest promotional efforts for 3D televisions in the U.S.

LG is planning to increase its advertising budget for its patented film patterned retarder (FPR) technology, which the firm claims provides sharper quality than rival products while allowing viewers to wear less-clunky glasses.

LG has been trying to differentiate its passive glasses-based FPR technology, which says produces TVs with less "cross-talk" and flickering.

Samsung and Sony's products, based on "active glasses," are said to provide more vivid images, but they burden consumers with more expensive and heavy battery-powered eyewear.

Global 3D TV sales have been underwhelming so far due to high prices and a lack of 3D content.