Scare tacticĪ scare tactic is a type of emotional appeal that uses fear to convince customers to purchase a product or service. Because the advertisement states that many people believe in the high quality of the chain's ingredients, customers may believe-without having tried the pizza-that the ingredients are delicious. The appeal to the people fallacy is similar to the appeal to popularity fallacy, but the appeal to popularity fallacy relates more to what people are currently doing rather than what they believe.Įxample: A chain pizza restaurant claims they conducted a poll in which 95% of participants believed their pizza used higher quality ingredients than a competitive chain. In advertising, this appeal suggests that because most people believe something is true, the customer should also believe it's true. This fallacy argues that something is true because most people believe it. This creates a scenario in which a customer feels they should either embrace the advertiser's offering or settle for a lesser option.Įxample: A fast-food restaurant claims, "Either you're eating our hamburgers, or you're settling for second-best." This creates a false dilemma that positions the restaurant's burger in opposition to every other burger that might exist in a certain community. Advertisers may present a false dilemma as an "either-or" statement. False dilemmaĪ false dilemma inaccurately limits the number of choices available to a customer and suggests they choose from the restricted options. Related: 10 Commonly Used Rhetorical Strategies (With Examples) 3. Some feelings advertisements may attempt to elicit include:Įxample: An ice cream parlor advertises their old-fashioned root beer floats by claiming they're "just like our grandmother used to make." Even if customers haven't yet tried the root beer float, this advertisement appeals to customers' feelings of nostalgia for the product. This is a common marketing tactic, and advertisers may use this fallacy alongside others in a marketing campaign. Appeal to emotionsĪppeals to emotion focus on eliciting a particular feeling in a viewer, even if those feelings have no logical basis. Therefore, Greg states that customers should choose his diner over Charlie's because Charlie doesn't volunteer in the community as much as Greg. Although they provide similar services, Greg reminds his potential customers that Charlie doesn't take part in community events as often as Greg does. In marketing, it may focus on invalidating a competitor or their business rather than the products or services they provide.Įxample: Greg and Charlie each own a diner in the same town. The Latin phrase "ad hominem" translates to "against the person," meaning that this kind of fallacy aims to discredit an individual or cause others to question their authority, trustworthiness or character. Ad hominemĪn ad hominem argument appeals to customers by creating doubt around the credibility of a competitor. Here are some common fallacies used in marketing along with examples of each: 1.
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Related: 20 Marketing Tactics That Work and How To Use Them (With Examples) 14 fallacies in advertising
By promoting positive feelings toward their business's products, advertisers may persuade customers to purchase them. Instead, advertisers often use fallacies to promote a particular feeling or attitude in their customers toward a product, service, business, organization or even a competitor. Related: The Parts of an Argument (With Definition and Examples) Why do advertisers use fallacies?Īdvertisers use fallacies to appeal to their customers, as not all advertisements require definitive logic to state how their product or service offers value. Some fallacies may be more subtle than others, and they can be powerfully persuasive devices when effectively applied in marketing. However, this statement may contain logical distortions, inaccuracies or contradictions that can make that statement untrue or invalid. To convince viewers to purchase a product, advertisers may state that their product or service benefits their customers. What are advertising fallacies?Īdvertising fallacies are logical flaws that advertisements use to persuade potential customers to buy a product or service. In this article, we define advertising fallacies, explain why advertisers use them and outline 14 fallacies commonly used in advertising. Some advertisements may use logical fallacies as part of their persuasive strategy, so knowing some common fallacies used in marketing may help consumers make informed decisions about their purchases.
Effective advertisements not only attract the attention of potential customers, but they can also persuade customers to invest in a business's products or services. Several industries use advertisements to capture the attention of customers and clients.
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