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Three ads:
Similar persuasive goals and logical fallacies for three different products
This McDonald's advertisement attempts to visually persuade the viewer that McDonald's is an all-natural product by showing McDonald's fries literally carved out of a potato ("Print advertising: 90 brilliant examples." Creative Bloq: 1). This is an example of a visually arresting advertisement designed to draw the viewer's attention but does not really communicate information about the product. After all, McDonald's fries are still unhealthy, deep-fried and laden with artificial ingredients and have a seemingly indefinite shelf life. However, simply because French fries contain potatoes, they are portrayed as a wholesome, all-natural product. Thus, the advertisement exhibits the "the fallacy of composition" which "is the fallacy of inferring from the fact that every part of a whole has a given property that the whole also has that property" (Fallacy of composition," Logical Fallacies.). It is assumed that because something contains potatoes, a 'wholesome' food, ergo it must be wholesome. By similar logic, an apple pie is healthy because it contains apples or a carrot cake is healthy because it...
The presumption is because the Pizza & Love box is manufactured from recycled material, therefore the pizza itself is somehow wholesome or that eating pizza is good for the environment. The grease stains from the pizza create an image of a harmonious world on the recycled cardboard and there is a small icon at the bottom of the greasy box which reads 'Pizza & Love: 100% Recycled Paper." The slogan 'fight for the last slice' suggests that one should fight for the last 'slice' of the planet simultaneously while underlining the deliciousness of pizza for which people fight over the last slice. The fact that there is only one lonely slice of pizza left standing makes a case for the product while suggesting that higher values underline the philosophy of the company. Of course, using recycled material in pizza boxes has a relatively minimal environmental impact but the company's touting of the material is designed to make its target customers feel good about their consumption habits, once again assuming that because one aspect of the packaging is 'good' than the entire product…
