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Fallacies Commonly Used in Beauty Commercials

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Jennifer Lee

on 28 February 2013

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Transcript of Fallacies Commonly Used in Beauty Commercials

Advertising is meant to be persuasive in order to sell a product.How well these ads are received by the audience is based on the amount of revenue the company makes and the more appealing they are the better, even if they aren't true. The beauty industry especially has been caught using fallacies in their commercials in order to sell their products and this presentation will examine a few from different companies selling different products. Fallacies Commonly Used In Beauty Commercials False dilemma is defined as asserting there are only two alternatives to consider when there are actually more. False Dilemma Appeal to authority is the fallacy of relying on the opinion of someone who seems to be an expert but in reality is not. Appeal to Authority Hasty Generalization is the fallacy of drawing a conclusion without sufficient evidence. Hasty Generalization Appeal to popularity argues that a claim must be true since a large number of people believe it. Appeal To Popularity Appeal to emotion is the final fallacy in this presentation. Appeal to emotion manipulates an individual's feelings in order to replace a valid or compelling argument. Appeal To Emotions This presentation looked at five different fallacies which are commonly used in beauty advertisements. The fallacies were false dilemma, appeal to authority, hasty generalization, appeal to popularity and appeal to emotions. Some of the fallacies even overlapped, hiding themselves in the same example.Advertising is necessary in order to sell a product by today's standards.Therefore it's evident companies will continue to load their commercials with these fallacies, tricking individuals who are untrained in falling for these decoys. Conclusion This advertisement for Revlon's Photoready makeup distinctly gives the audience two options. Either buy the makeup and look perfect like actress Halle Berry in every shade of light or don't buy it and look hideous with any other foundation. It imposes that unless you buy this foundation, your pores won't be minimized and your skin will show every flaw. Therefore it commits the fallacy of false dilemma because it only gives the recipient of the ad two options, when in fact there are numerous. The second advertisement is guilty of committing this fallacy.In this commercial for Herbal Essences "Honey I'm Strong" Shampoo, they feature celebrity Nicole Scherzinger as their spokesperson. However, being a celebrity doesn't make you an expert on topics such as shampoo. She is only used as a marketing tool to attract customers to buy the shampoo,probably for her looks, without having any actual credentials In this ad, Covergirl's "Simply Ageless" foundation model Ellen Degeneres states that unless you use this foundation other people will refer to you as "wrinkle face" and your skin will look like a "prune". But the ad fails to use any significant evidence to prove these statements. It simply draws a conclusion with little support behind it in order to market the product.There are no reasonable facts to support the statements made in the ad. Thus the ad is guilty of using a hasty generalization. * also notice the use of appeal to authority Olay's ad for their "Regenerist" cream uses the statistic "82% of luxury brand users agree" that this cream works better than the more expensive one (although it can be heard that the background voice says 83%). This ad is trying to imply that since 82% of individuals say this cream is better, you will also think it's better. But what if you're not a luxury brand user to know the difference? This is faulty reasoning on the part of the company. Dove's self esteem campaign uses young girls in order to trigger an emotional response from the audience to buy their products, therefore lacking logical premises. However after scrolling through the comments on the video and doing a little research it's been discovered that the same company that owns Dove also owns Axe Body Spray. Anyone who has seen those commercials knows Axe is the least bit flattering to girls and gives unrealistic expectations of the female body, demonstrating the contradiction in their marketing tactics and flaws in reasoning. References: Vaughn, Lewis, and Chris MacDonald. The Power
of Critical Thinking. Don Mills, Ont.: Oxford UP, 2010. Print. Revlon Photoready Foundation with Halle Berry
[Video] (2011) Retrieved February 20, 2013 from www.youtube.com/watch?v=QXvWHyGU6xo Nicole Scherzinger Commercial for Herbal
Essences [Video] (2012) Retrieved on February 20, 2013 from www.youtube.com/watch?v=6z772B1hLaE Ellen Degeneres Covergirl Ad for Simply
Ageless Makeup [Video] (2011) Retrieved on February 20, 2013 from www.youtube.com/watch?v=Qzz7mT2OUfs Olay Commercial [Video] (2011) Retrieved on
February 20, 2013 from www.youtube.com/watch?v=sa8lhEyIuQM Dove - Real Esteem [Video] (2006) Retrieved
on February 20, 2013 from www.youtube.com/watch?v=Omf2gwLUE8E By: Jennifer Lee
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