Kitchen magazine plans to license the use of its name by a line of cookware. For a magazine, licensing the use of its name for products involves some danger, since if the products disappoint consumers, the magazine's reputation suffers, with consequent reductions in circulation and advertising. However, experts have evaluated the cookware and found it superior to all other cookware advertised in Kitchen. Therefore, Kitchen can collect its licensing fee without endangering its other revenues.
The argument above assumes which of the following?
A. No other line of cookware is superior to that which will carry the Kitchen name.
B. Kitchen will not license the use of its name for any products other than the line of cookware.
C. Makers of cookware will not find Kitchen a less attractive advertising vehicle because the magazine's name is associated with a competing product.
D. Consumers who are not regular readers of Kitchen magazine will be attracted to the cookware by the Kitchen name.
E. Kitchen is one of the most prestigious cooking-related magazines.
Premise:
Kitchen magazine plans to license the use of its name by a line of cookware that is superior to all other cookware advertised in
Kitchen.
Conclusion:
Kitchen can collect its licensing fee without endangering its other revenues.
The assumption is WHAT MUST BE TRUE for the conclusion to be valid.
Apply the NEGATION TEST.
When the correct answer choice is negated, the conclusion will be invalidated.
Answer choice
C, negated:
Makers of cookware will find Kitchen a less attractive advertising vehicle because the magazine's name is associated with a competing product.
This negation implies that
Kitchen will lose ad revenue from these other cookware manufacturers, invalidating the conclusion that
Kitchen can license its name without endangering other revenues.
Since the negation of
C invalidates the conclusion,
C is the correct assumption: WHAT MUST BE TRUE for the conclusion to be valid.
The correct answer is
C.
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