Description of the Chosen Advertisement The featured advert for this discussion can be found on the main Facebook page for Rush Restaurant. Rush Restaurant is a fast-food entity located in Columbia, South Carolina. The ad, which is titled Rush’s with Rushy, describes two of the dishes found on Rush Restaurant’s menu, namely, hamburger and milkshakes. It involves a mascot (Rushy) highlighting the hamburger while two individuals discuss both the hamburger and the milkshake. The Underlying Assumptions About the Targeted Consumers One main assumption is that the target market for the ad is composed mainly of young people. This observation is evidenced by the use of a mascot displaying the aforementioned food items. Arguably, the mascot, dressed in Christmas theme colors, serves to attract young people to the open venue by entertaining them. Also, three children appear in the background where they seem to enjoy eating one of the food items. Consequently, another underlying assumption is that including young children in the ad will motivate their peers (watching at home) to purchase the featured items. Another assumption made by the authors is that the target audience is comprised of people who celebrate Christmas. This claim reveals why the ad coincides with the Christmas season and not any other period of the year. Additionally, the authors assume that the target consumers value natural products, as opposed to refined products. The assumption becomes apparent when the commentator emphasizes that the milkshake being advertised is made of absolutely natural products. How the Ad is Using the Perceived Assumptions to Evoke Consumer Response The ad emphasizes that Rush’s milkshake is made of natural products. The male commentator points out that all components are natural (Rush Restaurant, 2013). This powerful line is used to appeal to target consumers with a preference for natural products, as opposed to processed foods. Simons (2014) argues that appealing to customers’ tastes helps to strengthen a company’s brand. Therefore, Rush understands the importance of tapping into the “all-natural” craze that has driven customers to shun refined foods (Kornfeld, 2014). As the incidence of lifestyle diseases such as obesity continues, more people are moving toward eating the so-called natural foods. The advert also relies on the Christmas festive to appeal to customers. Spending is usually higher during the Christmas holiday compared to during other times of the year. As such, Rush Restaurant hopes to drive sales during the said holiday season. Therefore, the ad is based on the assumption that many people who are driven by the Christmas mood will visit the restaurant. The presence of children enjoying themselves in the ad is expected to attract the interest of other kids. In other words, the authors of the ad anticipate that viewers will want to try the milkshake and hamburger if they see their age mates doing the same. Peer pressure is regarded as a key driving force in consumer influence (Moran, Muzellec, & Nolan, 2014). A Consumer Group that the Ad Excludes The use of a mascot suggests that elderly people are not part of the target audience. The main reason for excluding this consumer group could be that older people are not keen buyers of fast foods. Instead, they are likely to be relying on special nutrition programs designed for them by their doctors. The underlying