LSAT 128 | Section 3 | Logical Reasoning: Q7

LR Question 7 Explanation

QUESTION TEXT: In an attempt to create brand loyalties, television advertisers …

QUESTION TYPE: Weaken

CONCLUSION: In the future, TV ads should target consumers over 65 instead of young adults.

REASONING: TV ads target consumers based on discretionary income, and those over 65 will soon have more of this than young adults.

ANALYSIS: This entire argument depends on the assumption that discretionary income is the only, or at least the most significant, factor in determining the best advertising target. Most likely, there are other factors that play a role.

The best way to weaken the argument is to show that even if older consumers have more discretionary income, they are still less likely to buy, meaning advertising to them would be less effective.

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1. This would just change where and when they’re marketing (i.e. different channel or different time). But it doesn’t really affect the argument.
2. CORRECT. This directly weakens the argument because it suggests that older consumers, even with higher discretionary income, are less likely to be influenced by ads because they’ve already established brand loyalties. If ads cannot effectively change their preferences, then targeting them would not necessarily be better, undermining the conclusion.
3. The argument says the senior income will be greater than that of young adults. So even if it rises for young adults, it’s still higher for seniors, so the conclusion still holds.
4. This would actually strengthen the argument. If more discretionary income means more likely to buy, then targeting seniors would be the most effective.
5. This suggests that the senior market is growing, but it does not address whether advertising to them would be effective.