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Yuppies love respect

So, who are they, the fours? What do they think about, how do they live, on the basis of which they make decisions? First of all, these are the people of the system. Any system. This may be a bank employee, a government official, a self-made businessman, grandchildren or children of those in power, churchmen. In short, any person who obeys the system, lives in the system and accepts the system. You might think that this is very similar to the second level of development. Outwardly, yes, undoubtedly, but only superficially. What is important to them, what values do they have and how can they be influenced?

So, let's go!

Wake-up call, wake-up, exercise, breakfast, tie, underpants, watch, uniform clearly established by the regulations (oh, sorry, I misspoke, of course, a suit), briefcase, jump into the subway or car and go to work. It is impossible to be late in any case, because it is irresponsible. There should be order, stability and compliance with the rules in everything.

So we have come to the core values of this level.

The conditions for the existence of fours are simple: the highest authority strictly regulates the behavior of everyone. This is the level of discipline, law and the search for universal order. This level is characterized by a strict hierarchy, where the subordinate is subordinate to the superior, patriotic thinking, a sense of guilt for non-compliance with group norms, a willingness to sacrifice in the name of a higher goal.

Their goals

Achieve recognition and step over to the next step or be the first in your class. Their dream is to become those who are above them. These people do not admit it, but they are ready to pay almost any money for matching the image of a successful person.

Reaction to advertising

Many of them, who have not yet fully moved from the third level, perfectly perceive assertive and aggressive advertising. But unlike the triples who buy on the principle of "looking for more expensive" did not find", these comrades are primarily looking for practical benefits, elitism, exclusivity and respond perfectly to the call "only for you, the clothes of our circle". For representatives of this level, caste is very important, so they consider almost any product from an angle, who is the consumer of this product and whether there is such a thing in their circle.

The second group of fours are those who are already ready to move to the next level, to the fifth. For these, in addition to the above, advertising should be more complex, but bright and even shocking somewhere. An advertisement that will show that with the help of this product they will strengthen their position, a 100% hit. An example in this case is the advertising of related accessories to shoes. For example, galoshes to match the male pair. A priori, it comes to an understanding that this accessory is designed for shoes with leather soles, which already emphasizes the status of the owner. After all, you will agree, the owner of such shoes is rarely seen in a minibus. Another example is cufflinks. It is at the fourth level that this accessory finds its owners.

Small details on sale with the help of color

Take a closer look at what colors representatives of this level dress in, – gray, but… the devil is in the details. This is not the color of the gray mouse, like the twos. Not that cheap blended fabric. At the fourth level, wool and cashmere appear. Already richer shades and textures. Already flirting with an opponent with the help of visual perception enhancement through ties, shirt colors, cufflinks and, oddly enough, socks.

Fours, even if they go to the mass market, then only to the one where there is a respectable atmosphere of prosperity and status. For representatives of this level, a long and high-quality history of the brand is very important. By the way, the perfect design can be seen in the Marriott hotel – perfectly matched colors, sounds and smells.

In addition to the complex gray color, representatives of this level wear other colors, also not the simplest. Chocolate color, ochre and cage. But what a cage! This is a mixture of golden-marsh ochre with a thin gray thread and a deep chocolate brown color. And the fabric! It's not that cheap shiny fabric of twos anymore, no. It is not yet a work of art of complex weaving, but it is no longer simple consumer goods. Take at least an army example. Both soldiers, and lieutenants, and captains, and colonels wear the uniform of the established color. But why do you never confuse a soldier's kit and a colonel's? Because it's a different fabric. Its quality grows along with the status of the owner. Although there are exceptions here – children of military personnel who continue the dynasty. Since their student days, their uniforms are most often custom-made, in the image and likeness of their parents.

Today, 40% of the population lives like this, and this is 30% of the government.

You can give examples and describe this level for a long time, but it's time to move on to the next round of development.