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emily patterson

on 27 September 2012

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Transcript of fallacies

by Alex Its the real thing? The message that you can't be happy unless you buy a Coke is very plainly displayed in this advertisement. The rainclouds are meant to symbolize that without Coke life is sad, gray, dreary, and boring. But with Coke it is colorful, happy, and positive. This is displayed using the blue skies, sun, birds and rainbow. The message shows that people value feeling happy. It impacts members of society by making people think that its not OK to be unhappy. THE END!!! Many Coke advertisements use people's emotions as a persuasive device. They use the message that drinking Coke will make you happy. The images shown are colorful, happy, bright, and exiting. This one features images of people smiling to instill the idea that other people are happy when drinking Coke and so will you. Coke's main advertising strategy is to make a connection in your mind between Coke and happiness. This is because Coke is already everywhere and every day people are given the opportunity to purchase a Coke at a break, lunch, a restaurant, grocery store, gas station, ect. So if they have the feeling of happiness connected with the brand name there is a greater chance that they are going to choose to buy a Coke. This strategy is very important because of the variety and number of choices in drinks today and says that with all those choices people will choose one that they have some sort of a connection with. Whether its taste, memory of their past, following what other people choose, or just happiness. false need: Buying a Coke will bring you happiness. This is one of those ads that is trying to convince you that without their product you are lacking something. In this case happiness.

False cause: drinking Coke will make you happy

The target audience here is really everyone because everyone has the ability to feel happy and likes feeling happy. false need fallacy:
creates the message that without Coke a woman is not able to be refreshed.

False Cause:
creates a cause and effect that may not necessarily be true. It gives the message that the Coke is the cause of her feeling refreshed. She may be experiencing this feeling from sitting down in a chair or from completing the work she needed to.

The target audience is middle class women.

This advertisement is very effective because it convincingly illustrates how Coca-Cola can have an impact on one’s life for the better. The message is that Coca Cola will refresh you after a long day of hard work. It also shows us that women where the ones who did the housework and who needed the refreshment.

There used to be Coca Cola commercials in the 50's that said buy coke to refresh after a long day of shopping (targeted at women). This defiantly says something about the different roles of women in society at the time. Coca-Cola refreshes Traditional wisdom: The message is that if you have bought or trusted Coke in the past and since it has been popular in the past then you should buy it now. This is an example of a traditional wisdom fallacy in the sense that just because Coke has been a wise choice in the past or a sort of tradition doesn’t necessarily mean that it’s the right choice in the decision of changing products.

Target audience=the target audience is people who value timeless and unfaltering products.

The message is that what was popular or trustworthy in the past will always be. This says that people will generally stick to a product that they have liked in the past. Red Herring: This video for Coke is an example of a red herring fallacy. The name red herring comes from an old method of training dogs to stay on a fox’s scent. The trainers would take the fox along a path, but before they released the dog they would drag red herrings (fish) across the path in a different direction. Once the dogs picked up the scent of the herrings they would want to follow it but the trainers taught them to keep tracking the fox and resist the urge to follow the herrings.

This relates to advertising in that the dog represents anyone viewing the advertisement, the fox represents the advertisers product, (in this case Coke) and the herrings represent distracting content in the advertisement that has nothing to do with the product.

The statistics and points raised in this video are irrelevant to Coke, however they succeed to intrigue us. Then at the end it concludes with “For every weapon sold in the world, 20,000 people share a Coke”. This takes the attention back to the product and ties the irrelevant content together with Coke, when really all the “mini” arguments are still separate.

Target audience= people with a liberal political philosophy

The message is that Coke is associated with things that make the world a better place, in other words Coke is one of the better things in the world. This shows that people like to feel that a product relates to their thinking or the life they aspire to. Appeal to the people: This 1985 Coca – Cola commercial is an example of an appeal to the people fallacy. This is because it uses the favor of coke over Pepsi in America (views of the majority) as a persuasive device.

Hasty Generalization: People across America choose Coke over Pepsi, therefore the choice of America is Coke.

No true Scotsman: Americans like Coke better then Pepsi and an American that doesn't is no true American

Target audience= The target audience is people living in America who owned a television at that time.

The message is that Coke is better than Pepsi and that Coke is the choice of America. This shows that people like to know what is favored by other people between brands. And also what the choice of their country is. Sometimes people just want to follow the majority, and this can be a very useful thing for advertisers. The message has an impact on people because its saying that if you choose coke over Pepsi then you are against the choice of America. Coke is it ANY QUESTIONS??? There are reasons to believe in a better world Style Over Substance
These advertisements among others that appeared during the early 1900's using images of high class young ladies are examples of the style over
substance fallacy. This is because the style of these
arguments adds to the strength of them vs. if they
used images of lower class people.

Target Audience= The target audience is women, ones who consider or want themselves to be fashionable.

The message is that Coke is stylish and proper choice and is the choice of those who want the best. This ad shows that the higher class of society was respected and higher lifestyle was valued. Coca-Cola probably wanted put itself into that higher class. open happiness False Cause Red Herring False Need Emotions Appeal to the People False Need/Cause Traditional Wisdom After the early 1900’s coke also appealed directly to middle class women as well, this shows a widening and larger variety of target audiences. This is common in products that have been around for a long time they start out with a smaller target audience and as they gain more recognition, popularity and publicity they widen their range of targets by creating new advertisements or sometimes even new products. As they do this they may gain even more popularity and recognition and so on. Target audiences Fallacies in Advertising COKE=HAPPINESS STYLE OVER SUBSTANCE FALLACY
Sometimes the style with which an argument is presented is sometimes taken as adding to the substance or strength of the argument.
Example:You’ve just been told by the salesperson that the new hurricane pro is an excellent washing machine because it has a double washing cycle. If you notice that the salesperson smiled at you and was well dressed, this does not add to the quality of the salesperson’s argument, but unfortunately it does for those who are influenced by style over substance, as most of us are. Advertising on clothing and other things is very important to. For example if you see someone wearing a t-shirt with the brand name on it then it will make you think that they support and buy the product. And this will make it more likely that the person who sees the shirt will buy the product. This relates to the bandwagon fallacy in that it gives you the impression that others are buying the product so you should too. Coke No true Scotsman: This error is a kind of ad hoc rescue of one’s generalization in which the reasoner re-characterizes the situation solely in order to escape refutation of the generalization.

Example:Smith: All Scotsmen are loyal and brave.Jones: But McDougal over there is a Scotsman, and he was arrested by his commanding officer for running from the enemy.Smith: Well, if that’s right, it just shows that McDougal wasn’t a TRUE Scotsman.
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