Which of the following types of advertisements is likely to be more successful in transforming a person's negative attitude toward a product into a positive one?

a. Advertisements aimed at changing the person's deep-rooted values
b. Advertisements emphasizing luxury
c. Humorous advertisements
d. Dramatic advertisements

ANSWER: d

Serious or dramatic advertisements are more effective at changing consumers' negative attitudes. Humorous ads, on the other hand, have been shown to be more effective at shaping attitudes when consumers already have a positive image of an advertised brand.