Fallacies

Satisfactory Essays
Zane Maddox
Ms. Baird
Senior British Language Arts
February 11, 2015
Advertisement Analysis Have you ever encountered the use of fallacies? Fallacies are present all of the time. The use of fallacies is common in today’s society. A fallacy is the use of poor, or invalid, reasoning for the construction of an argument. The use of fallacies can be found in most advertisements. Such as the Colgate Total advertisement which claims to fight plaque germs that other toothpaste brands let back. This piece of literature contains fallacies and persuasive techniques. Claims are made throughout their ad stating that their toothpaste beats the competition. Therefore the advertiser uses a number of fallacies and techniques to convince the consumer to purchase the product they are trying to sell. One of the methods used in the advertisement is Big Names. Brooke Shields says, "Colgate Total is my choice because it is the dentist's choice. " The use of the big names technique is to support the argument by mentioning experts and important people to help convince the buyer that it is a better product than the rest. One of the fallacies used is research. Research uses studies and information to make the argument seem more convincing. In this case, the form of an illustration is used to display research. Colgate Total toothpaste removes more plaque than regular toothpaste as shown in the two illustrations. Another technique the advertiser uses to convince is logos. Logos is the use of logic, numbers, or facts to support and argument. The ad claims to reduce 90 % more plaque germs than regular toothpaste. This is a common persuasive technique is today's advertisements to persuade the consumer. Also, the bandwagon fallacy supports the claim trying to be proved which states that dentists use Colgate Total so you should as well. Bandwagon fallacy is a threat of rejection by one's peers is substituted for evidence in an argument. Many advertisers are using fallacies and

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