Transcript Deception In Advertising and Marketing

DECEPTION IN ADVERTISING
AND MARKETING
METHODS
• Companies use three methods of
appealing to consumers
• PATHOS (emotion)
• LOGOS(logic)
• ETHOS (Ethics/credibility)
PATHOS
Appeal to individual’s emotions
• Desire to better self
• Play off previous experiences (charities)
• FEAR MONGERING
PATHOS
• “Charity” organizations collect donations through telemarketing
• Appeal to individuals with previous experience
• Firefighters Charitable Foundation
• Collected $62.8 million in donations
• $58.3 million (93%) paid to solicitors
• Cancer Fund of America
• Collected $86.8 million in donations
• $75.4 million (87%) paid to solicitors
PATHOS
Susan G Komen
• Breast cancer
research foundation
• Shady business
practices
• Litigation funds used
for “education”)
• Weight loss supplements
PATHOS/ETHOS
• EXTENZE :Natural Male enhancement
OBVIOUSLY DOESN’T WORK
PATHOS/ETHOS
Gerber
• Claimed “Good Start Gentle” formula
reduced risk of developing allergies
• Played off concern of mothers
• ETHOS: trusting the Gerber brand
ARE YOU DISAPPOINTED
BY YOUR BURGER?
HAVE YOU EVER BEEN DISAPPOINTED BY A PRODUCT?
*THIS IS WHERE YOU RAISE YOUR HAND.*
Everyone believed them THEN, so why should
you believe them NOW?
ACTIVIA’s actual benefits?
LOGOS
• LOGICAL FALLICIES
• https://www.youtube.com/watch?v=N5kWu1ifBGU
SLIPPERY SLOPE
• The slippery slope is used mostly in exaggeration to make a point. Saying that
if one thing happens it will spiral out of control and lead to something crazy
• Ex: if we allow more electric cars on the road, next thing you know the
power companies will skyrocket the price for utilities.
GENERALIZATION
Generalization is when one looks at a small percent of a group and labels the
entire group by the qualities of that small percent.
Ex: Enron was a large corrupt company, therefore all large companies are evil
and corrupt.
STRAW MAN
• The Straw man is when you misrepresent another's statement.
• Ex: when a person says “no, I did not do that.” and someone says that they
said they told someone to do it.
FALSE DICHOTOMY
• This is when one is made to think that there are only two options
You use the
towel that has
never been
washed.
…or use the fresh
towel that hasn’t
been used before
NON SEQUITUR
• This is when a statement makes little to no sense at all. Such as when two
parts of a statement have no correlation with each other.
WORKS CITED
"Logical Fallacies in Advertising." Biodork. N.p., 28 Mar. 2011. Web. 26 Oct. 2015.
"FTC Charges Gerber with Falsely Advertising Its Good Start Gentle Formula Protects
Infants from Developing Allergies." FTC Charges Gerber with Falsely Advertising Its
Good Start Gentle Formula Protects Infants from Developing Allergies. N.p., n.d. Web.
26 Oct. 2015.
"Your Doctor Wants You to Smoke - Photo Essays." Time. Time Inc., n.d. Web. 26 Oct.
2015.
"Laws Regarding False Advertising of Fast Food." Small Business. N.p., n.d. Web. 26 Oct.
2015.
Taggart, Kendall, and Kris Hundley. "How We Identified America's 50 Worst
Charities." Tampa Bay Times. Tampa Bay Times, 6 June 2013. Web. 26 Oct. 2015.