Comparative ads, which compare and advertised products with a competing product, generate fewer favorable attitudes towards the ads than do noncomparative ads. A likely explanation is that users of the competitor brand see the comparison as an attack on their favorite brand, causing them to either disparage the source of message or mentally argue against message content. Therefore, comparative ads are ineffective, and likely to be detrimental as vehicles for product promotion.
Which of the following is an assumption on which the argument depends?
A Comparative ads do not base their comparisons on objective facts.
B Consumers that have unfavorable attitudes to comparative ads are usually not persuaded by those ads to buy the product advertised.
C Positive or negative attitudes of consumers toward an ad do not always transfer to the product advertised.
D Noncomparative ads are generally effective vehicles for product promotion.
E Users of competing products mentioned in the comparative ads are influenced by the ads to buy more of those products than they otherwise would.
Which of the following is an assumption on which the argument depends?
A Comparative ads do not base their comparisons on objective facts.
B Consumers that have unfavorable attitudes to comparative ads are usually not persuaded by those ads to buy the product advertised.
C Positive or negative attitudes of consumers toward an ad do not always transfer to the product advertised.
D Noncomparative ads are generally effective vehicles for product promotion.
E Users of competing products mentioned in the comparative ads are influenced by the ads to buy more of those products than they otherwise would.
