According to Weber and Brizee,logical fallacies are common errors that undermine the logic of one’s argument. Fallacies lac evidence to support their claim and tends to reflect on irrelevant point or illegitimate arguments (Weber and Brizee). Fallacies are common to everyday life occurrence with media, law, and politics the main culprits in the use of logical fallacies (UNC “Fallacies”). The logical fallacies in society often happen unintentionally, although society makes the fallacy a fact based on a skewed argument. The belief in illogical claims in contemporary society is an essential tool for companies for marketing their products or political parties to advance their ideologies to the electorates. Besides, tricksters use illogical fallacies to persuade their audiences to believe in an outrageous claim. The logical fallacy in marketing is embraced by various products that make claims or arguments, which are illogical. Still, the customers tend to fall on the trap through the conviction that arguments or reasons penned in an advert, for instance, if factual. The essay seeks to demystify three common fallacies as applied in various advertisement articles. The focus of the essay will be three logical fallacies, as used in the advertisement of snickers, skittles, and Colgate. The focus will be on post hoc ergo propter hoc, red herring, and hasty generalization through the identification of their characteristic in advertisement artifacts.
To begin with, Weber and Brizee note that post hoc ergo proper fallacy is premised on the argument that if one event occurs, the other must-have caused it. The fallacy is based on the argument on the chronology of events. Advertisers use the post hoc ergo propter hoc fallacy on various products where they mention that their product can mitigate or solve a problem caused by another event. The post hoc ergo propter hoc fallacy premises on a sequential relationship that is often mistaken for a causal relationship. An example of such an argument is, “I drank bottled water and now am sick, so the water must have made me sick” (Weber and Brizee). The authors assumed that the sickness had been caused by drinking water without any further evidence to justify such a claim. The snickers advertisement is a typical example of a post hoc ergo propter fallacy being applied by the advertiser in marketing their product (Snickers ad). The advert argues that eating snickers will make one forget about his or her awkward years. Besides, the advertisement assumes that each potential consumer has twenty-seven awkward years. Therefore, the ad applies the post hoc ergo propter hoc fallacy in getting the attention of the consumer through an assertion that the solution to their twenty-seven awkward years is the consumption of snickers. The logic behind such claims is baseless, with no convincing evidence of the claimed benefits from the product.
Secondly, the essay focuses on red herring fallacy. Weber and Brizee define red herring fallacy as the use of diversionary tactics to avoid fundamental issues emanating from opposing arguments instead of addressing them. The authors give an example of a case that “The level of mercury in seafood may be unsafe, but what will fishers do to support their families?” Notably, the authors believe that there exists a problem of safety in the consumption of seafood. However, instead of addressing the problem, the authorsshift from the important safety issue to the economic benefit of fishing. The Skittles advertisement is an example of an application of red herring fallacy in the ad (Skittle ad). The advertiser advises the consumers to ‘flip the rainbow’ before switching to ‘taste the rainbow’ to avoid any possible questions on the relationship between the rainbow and skittles (Skittle ad). Additionally, the imagery used in the advert is confusing in that it is difficult to understand the relationship between the images and the skittle as the product. The red herring fallacy is applied in the skittle advert.
Lastly, the essay focuses on hasty generalization fallacy. The fallacy is premised on making conclusions based on biased or insufficient evidence (Weber and Brizee). The hasty generalization fallacy entails rushing into conclusions without having all the relevant facts. As an example, “Even though it’s only the first day, I can tell this is going to be a boring course” (Weber and Brizee). The author is concluding attending a single class instead of looking for other evaluation variables to conclude that the course will be boring. The Colgate ad applies hasty generalization fallacy (Colgate ad). The ad claims that Colgate removes ten years of yellow stains since it has the most hydrogen peroxide in a whitening toothpaste (Colgate ad). The advert is written in large fonts for the consumers to by whereas the removal ability of Colgate only occurs when brushing twice daily for four weeks, which is written in smaller fonts. The difference in fonts in the advert is purposefully made to enable consumers to rush into a conclusion of the benefit of using Colgate without understanding the usage catching point of brushing twice daily for four weeks.
In conclusion, a logical fallacy is commonly used in daily lives, especially in advertisements. The essay highlights three frequently various arguments that are construed as facts without proper evidence to support such claims. The essay identifies post hoc ergo propter, red herring, and hasty generalization logical fallacies in the Snickers, Skittle, and Colgate ads, respectively. The evidence from the advertisements vividly highlights the assumptions on claims on product benefits. Hence, logical fallacies are errors that undermine logic arguments but are used in the daily practices to construe illegitimate or irrelevant points as facts.
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