You realize that is something you needed and buy it. However, you soon realize it was not something you “needed”. An impulsive buy at it’s best. Here is what happened. An advertiser had smartly implanted an advertising fallacy that turned something from a can-have to a must-have. How do advertisers get us to purchase something that we didn’t really need? How do they turn their product into a need or desire in a matter of seconds? There have been several examples of fallacies in advertising since the onset of marketing. Several theories of psychology come at play. However, knowing these fallacies can help us become aware of how advertising could be leading us astray.
Here are some popular advertising fallacies:
The Halo EffectSlippery SlopeAd HominemStrawmanTraditional WisdomCasual FallaciesAppeal to AuthorityTu quoque
In this article, we look at some advertising fallacies in detail. Some great examples have been included too.
The Halo Effect
My personal favourite, this one can come from the advertiser. Often, it is also the perception of the buyers as well. A company that is an expert in one thing claims to have expertise in something else as well. A commonly cited example of this fallacy in advertising is how Apple has created a pool of products that go beyond its expertise. While their expertise is software or design, they have claimed expertise in electronics with the iPod and Airpower wireless charger as well. These products did not succeed.
What can you do about it? Find out whether the brand is an expert in the product you are purchasing.
Slippery Slope
Use commonly in marketing, casual fallacy or slippery slope happens when one draws conclusion from any given event and co-relates it to their advantage. In the age of social media, ‘moment marketing’ is a buzzword. It uses the same fallacy to exploit a recent occurring. Recently, India’s Gold Medalist PV Sindhu at the Tokyo Olympics took 20 brands to court for using her name and image without permission. Along with her agency Baseline Ventures, she is seeking damages of Rs 5 crore from each of the brands.
What can you do about it? Brands need to be careful about its use. Buyers should be discerning of companies that use events to create a buzz about their brand. Such messages are usually misplaced.
Ad Hominem
One of the highest search strings on TechThirsty.com is for comparison of products. For example, Apple vs Samsung or Chrome vs Firefox. Brands also dive into Ad Hominem logical fallacies in advertising to intensify their argument. It could be positive or negative. For example, Indian politics is awash with arguments that use the weaknesses of the opponent to present their case. It puts the game in a negative light. However, automobile majors have been using Ad Hominem positively to communicate their point. Don’t miss this ad from BMW that congratulates Mercedes on completing 100 years. Despite being a fierce rival, BMW created an entertaining ad that was congratulatory to their adversary but also great advertising.
What can you do about it? Know that brands that highlight the ‘negative’ traits of their opponents more than their ‘positives’ might not have their act together.
Strawman
This one is common in advertising and in life. Meet the brands that twist the facts or the statements of their opponent in a way that it makes it easy to counter their argument. This does not necessitate that the argument is fair or accurate. When a weak case is invented, it is a hollow-man argument. When facts and the argument are misrepresented, it is an iron-man argument. One of the most commonly cited examples of strawman fallacy in advertising is the famous Wendy’s ad “Where’s the beef?” The fast food chain used its advertising campaign to exaggerate that other chains were adding ‘little meat’ to their burgers. With this, they wanted to highlight the size of their own burgers.
What can you do about it? Be cautious of advertisers who talk about others. Instead, check what they have to offer. Is their product really worth its price?
Traditional Wisdom
One of the trending fallacies of the century, this implies that something that has been true in the past will hold true always. In fact,Many alternate healthcare and natural beauty products are selling highly priced products under the fallacy that their products are better because they use ‘traditional wisdom’.
What can you do? Be cautious of brands that claim to be ‘natural’ or have a ‘grandmother’s recipe’. It might not always be the best or worth the price they are tagged at.
Consumers today should be aware of logical fallacies in advertising. Given the rise of a blossoming D2C market, we need to know the signs before we make a purchase decision based on advertising copy. Know of more logical fallacies examples in ads? Tell us in the comments below.
