At the center of advertising and marketing is the idea of propositions.
Every advertisement and company has one - its the heart and really the whole purpose of the advertisement for the customer.
A proposition is the core benefit and or desire that the ad is fullining in the customer.
It could fulfill the desire of feeling loved or connected, the desire of standing out or being successful.
Without the core proposition present in the advertisement - it is no longer an advertisement but a piece of media or education.
Without the proposition in the advertisement - change is suspended and the customer can't take any real action in the moment.