Using a product
The use of logos does not prevent the clandestine entrance of fallacious appeals in the Brabantia ad. The objectiveness of the ad’s message leads to the use of misdirected fallacies in the caption. Formerly, the caption is divided into three segments. The dimension and bold font of the name of the company draws the immediate attention of the reader. The name, ‘brabantia solid company’, is a significant part of the caption as it makes a statement about the character of the company and its products. The word ‘solid’ is an expedient word to use as the denotative meaning of the word includes strength, security, nourishment and reliability.
A post hoc and a non sequitur fallacy are represented in the use of the word ‘solid’, because the word creates an illusion of dependability of the product. Specifically, the product is not dependable just because of the existence of the word ‘solid’ in the caption and the conclusion that the product is reliable based on the word ‘solid’ is non sequitur. Second, the imitation of a stamp of approval which says ‘Future Proof Guaranteed’ also makes a lasting impression on the reader’s opinion because of the capital, bold letters, the highlight and the authoritative air of the words. The word ‘future’ is a relative term, and its versatility is used to form an illogical argument.
The future that is illustrated in the ad and the intended time period of the future in the caption are not necessarily corresponding. Therefore, false analogy and non sequitur are in use. Questionable authority comes into play because the imitation of an official approval suggests an authority’s inspection; when, in reality, the authority is the company itself. ‘Begging the question’ fallacy is used because the reader has to assume that the company came to the conclusion that the product was future proof guaranteed after an actual test of its durability. Also, the reader has to assume the reliability of the authority. Lastly, the third segment of the caption, which might hold the reader’s least interest, contains a ‘complex question’ fallacy.
The caption leads the reader, like a lawyer leads a witness, to wonder about the future and the durability of the product. This enables the company to enumerate a non sequitur fallacy when it bases its argument that the product should be used because it will be used in the future. However, the products future use is still in question, as the future can only be speculated on. As a result, the three segments of the caption make the use of misdirected fallacies when it tries to provide a logical reason for the reader to consider the use of the product.
In conclusion, the Brabantia ad campaign relies on argumentative skills of logos and ethos to advertise their product. These skills are made effective by the photography and action and expressions of the ad. The colors used in the ad are used to manipulate the reader’s mood, and to portray a futuristic environment. The lighting does a balancing act to subdue the possible harshness of the image. The actions and expressions of the ad help focus the reader onto the product, and they portray the product as a practical solution. The picture is an illustration of the caption; the caption’s three segments contain most of the fallacies used in the ad.
Fallacies such as false analogy, non-sequitur, and questionable authority are used to try and assure the reader of the product’s durability. The company name creates an illusion of reliability, and the middle segment contains a complex question, as it leads the reader into thinking about one aspect. The world today is in a state of transition in every field. This transitional phase is sped along because of the innate curiosity of man, and his eagerness to explore anything conceivable. The Brabantia ad appeals to two prevalent curiosities of man, the future and extra terrestrial life forms.
This ad depicts man’s most popular speculation, about aliens, as a fact, and the simplicity of the layout and the illustration leaves nothing to be explored. The ad provides an answer and leaves no mysteries or surprises. This ad also satisfies man’s fascination with the bizarre. The bizarreness of using a product that an alien might use is appealing and amusing to man, and there is a great chance that it would be the reason someone purchases the product. This insight into the appeal of the bizarre reveals an incredible facet of human nature that has recently become more dominant. Man is ready to defy all norms of conservativeness and old fashioned conformity and accept the bizarre as normal.