Introduction / Context:
Advertising often relies on aspirational identity. By positioning a product as “for the rich,” the ad attempts to attract buyers who desire that identity or status association.
Given Data / Assumptions:
- Message: The shoes are positioned for rich people.
- Assumption I: Consumers value being seen as rich; status labelling can influence purchase.
- Assumption II: Owning these shoes is a necessary condition to become rich (an absurd, unnecessary claim).
Concept / Approach:
- Effective positioning assumes a relevant consumer motive—in this case, aspirational status.
- The ad does not imply causal wealth creation through ownership; it merely associates the product with a segment/status.
Step-by-Step Solution:
Assumption I underpins the appeal: without an audience that values the “rich” label, the positioning would not persuade.Assumption II is neither suggested nor required; wealth status is not claimed to be caused by buying shoes.
Verification / Alternative check:
Drop I: The message loses persuasive power. Drop II: The message remains fully coherent—status association does not require wealth causation.
Why Other Options Are Wrong:
II / Either / Neither / Both introduce an illogical requirement or ignore the role of status aspiration in marketing.
Common Pitfalls:
Confusing symbolic association with literal, causal claims about wealth.
Final Answer:
Only assumption I is implicit
Discussion & Comments