This document discusses the positive attitudes portrayed in advertisements for four brands: Kodak shows credibility and an adventurous attribute-oriented attitude to create a high level of identification; Hyundai drives an upbeat, comfortable and warm feeling for internalization and identification with a next generation attitude; Pioneer sound systems create an upbeat feeling of recklessness and power for high identification; and Axe effect uses an upbeat, amused, and playful feeling to build confidence and identification.