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Fallacies in Advertising

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Fallacies in Advertising According to Bassham et al. (2002), a logical fallacy is “an argument that contains a mistake in reasoning” (p. 140). There are two types of logical fallacies, fallacies of relevance, and fallacies of insufficient evidence. Fallacies of relevance happen when the premises are not logically relevant to the conclusion. Fallacies of insufficient evidence occur when the premises do not provide sufficient evidence to support the conclusion. Though there are several logical fallacies, four logical fallacies commonly found in advertising are amphiboly, appeal to authority, appeal to emotion, and non sequitur. An amphiboly is “a fallacy of syntactical ambiguity deliberately misusing implications” (Master List, p. 1). …show more content…

You can find an example of non sequitur on the Corona website, where you see a tropical beach with a bottle of Corona sitting in the sand (www.corona.com). What does the beach have to do with Corona? The beach is a distraction and is supposed to make customer associate drinking a Corona with relaxing in paradise. The logical fallacies of amphiboly, appeal to authority, appeal to emotion, and non sequitur are often found in advertising to persuade us to purchase certain products, whether we need them or not. In order to think critically, we need the proper skills. Whether reading advertisements, deciding which politician to vote for, or buying a new car, we need to know how to carefully examine the statement to determine the validity of the content or structure. When a person’s argument is flawed, it is usually from a fallacy. Fallacies are defects in an argument, which cause the argument to be invalid or weak. By understanding what fallacies are, we can avoid making them and detect when other people use them. References
Bassham, G., Irwin, W., Nardone, H., & Wallace, J. (2002). Critical Thinking. [University of Phoenix Custom Edition e-text]. New York: McGraw-Hill Companies Publishing. Retrieved August 25, 2004 from University of Phoenix, Resource, MGT/350–Critical Thinking: Strategies in Decision Making Web site: https://ecampus.phoenix.edu/secure/resource/resource.asp
Blanton, D. (2003, March 13). Poll: Steady support

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