Some Fallacies of Reasoning Used in Advertising: A Presentation

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SomeFallacies of Reasoning Used in Advertising
A Presentation
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What is a fallacy?

• A fallacy is simply an error in logical thinking.
• It may be accidental or intentional.
• If it is intentional, then someone is trying to
  persuade the listener to think a certain way or
  do a particular action.

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How a fallacy works

• A fallacy works by leading a listeners thinking
  through what appears to be sound or true
  reasoning to a certain conclusion.
• This occurs through a series of connected ideas
  seemingly stated correctly.

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Connecting Ideas Syllogisms

• A syllogism is a three part reasoning process.
• A syllogism is composed of a major premise (a
  point or proposal to be discussed), a minor
  premise, and a conclusion.

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Syllogism example

• Major premise All TJH students are cool.
• Minor premise Linda is a TJH student.
• Conclusion Linda is cool.
• The conclusion seems to follow logically and
  truthfully however, the conclusion may be quite
  false.

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Syllogism example

• The truth stated in a syllogism may persuade
  someone into agreeing with the conclusion even
  though it is obviously untrue.
• For example, Linda may be a widely known
  vulgar, uncouth, violent, and ignorant person.
  Cool? NOT!

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Advertisers use fallacies.

• Advertisers must sell products to stay in
  business and to earn a living.
• Advertisers use syllogisms to convince listeners
  to buy products whether listeners actually agree
  or not. Persuasion is the name of the game.

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Examples of some advertising

• Tiger Woods likes and eats Peanut Crunch Cereal,
  and you should, too!
• Michael Jordan says, What are YOU wearing? So
  why arent you wearing what he wears?
• This car is the best there is because you can
  get it on low installment payments.

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Types of Fallacies

• A huge number of fallacies are waiting to
  persuade us into doing what is desired.
• They may come from all around us, again,
  accidentally or intentionally.
• The following slides show some common and
  intentional fallacies used by some advertisers to
  persuade us to buy products. How many do you
  recognize?

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Testimonial

• Getting someone well known and popular to appear
  in a commercial for a product.
• Example Tiger Woods drives a particular SUV.
  Therefore, if I buy one, I will be as well loved
  and respected as he is. Example Vivica
  A. Fox and Michelle Trachtenberg wear a certain
  brand of makeup. If I do, too, then I will be as
  attractive as they are.

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Bandwagon

• Most people think it, so it must be true.
• Example This automobile has been the best
  selling one in this country for three years now,
  so you should get one, too.

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Card Stacking

• This one omits facts which do not support its
  goal.
• Example We compared our car to four
  competitors, and ours was best in gas mileage by
  far, so it should be YOUR choice, too!

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False Dichotomy (Simplification)

• This one states only two positions for you to
  take although others are possible.
• Example Do you want to be fat and gross, or
  will you eat our sandwich?

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Circular Reasoning

• A conclusion which is the same as the major
  premise
• Example In a good taste test, people chose
  our candy as having the best taste because it is
  so good!

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Non Sequitar

• Conclusion that does not logically follow from
  the evidence
• Example With a name like Smuckers its got
  to be good.

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Special Pleading (double standard)

• Accepting one standard but applying a different
  one to itself
• Example Men can use any old cleaner, but
  women need OUR cleaner!

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Hasty Generalization

• Conclusion based on too few examples
• Example Buy Kenmore because you know your
  mother says its the best.

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Slippery Slope

• This one assumes a cause-effect relationship with
  very suspect connections.
• Because I ate those pretzels, I got a new
  girlfriend, passed my Algebra test, and found a
  dollar in the stadium!

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Notes

• There are nearly 200 identifiable types of
  fallacies. Those discussed here are just a few
  obvious examples.
• The same fallacy can be identified by different
  names, depending on your source.
• Fallacy examples often overlap with other types
  of fallacies.

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Conclusions

• Remember that the important thing is to recognize
  the fallacy so you can know the truth.
• Because an argument or commercial uses a fallacy
  does not mean there is no truth being given. It
  means the fallacy exists and should be pointed
  out. The real truth should be the focus.

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• The End