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When it comes to port and stilton, the world divides into three classes:
When it comes to port and stilton, the world divides into three classes:
#Non-consumers, who believe it to be only for crusty old men.
#Non-consumers who believe it to be unsexy/only for Christmas [[and/or]] crusty old men.
#Non-consumers, and who do ''not'' believe it to be only for crusty old men.
#Non-consumers who do ''not'' believe it to be so.
#Consumers, regardless of whom they think it is for or how crusty they believe themselves to be.
#Consumers, regardless of how sexy, when or for whom they believe it, or themselves to be.


So consider how this advertisement might go over with those three classes:
So consider how this question might go over with those three classes:


To win over non-consumers who ''already hold that perception'', you will need to say something more imaginative than, “you’re wrong, you know.” So it won’t work for them.  
# Non-consumers ''already of that opinion'' will need to hear something more compelling than, “you’re wrong, you know.”  
# Non-consumers who do ''not'' believe that — there must be some — the ''last'' thing you want to admit is that that this is any kind of consensus. “Oh, so people think port and stilton is only for old men? I didn’t realise.”
# What will it do to your valuable core constituency: ''current customers?'' These are people who we know ''do'' like port and stilton. Regardless of their physical appeal, crustiness or drinking schedule, the odds are they will be in denial, or at least regretful, about it and wishful things were otherwise. The young and sexy port drinkers will will find affront at the allegation that they are not. Either way, they will think: “I had better not drink port or eat stilton any more, because people will think I am a a sexless, crusty old bugger who only comes out at Christmas if I do that.


To win over non-consumers who do ''not'' believe that — there must be some — the ''last'' thing you want to admit is that that this is, in fact the general consensus. “Oh, so people think port and stilton is only for old men?
And what is it going to do to your valuable core constituency: ''current customers''. These are people who we know ''do'' like port and stilton. Even if they ''are'' crusty old buggers, the odds are they will be in denial about it, or at the very least regretful about it, but wishful in any case that they were ''not'' crusty old buggers.  Those who are not crusty old buggers will find affront at the allegation that they are. Either way they will think: I had better not drink port or eat stilton any more, because people will think I am a crusty old bugger if I do that.
==Recent examples==
==Recent examples==
'''Ariya''': [https://www.youtube.com/watch?v=ySEB21gM9q8 This advertisement] for Nissan’s ARIYA electric crossover asks: {{quote|“Who said electricity can’t excite us any more?”}}
'''Ariya''': [https://www.youtube.com/watch?v=ySEB21gM9q8 This advertisement] for Nissan’s ARIYA electric crossover asks: {{quote|“Who said electricity can’t excite us any more?”}}
The JC was like, “What? Well, YOU just did, for one thing, and for another, ''no-one'' else ''ever'' did. ‘Electric’ is ''literally'' a synonym for “exciting”.
The JC was like, “What? Well, YOU just did, for one thing, and for another, ''no-one'' else ''ever'' did. ‘Electric’ is ''literally'' a synonym for “exciting”.
{{Sa}}
{{Sa}}
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