A fallacy is an erroneous reasoning or thinking. In logic, an assessment of fallacies is based on arguments and conclusion made from the premise. Fallacies are commonly used by politicians and media outlets to achieve specific goals and interests. In advertisement industry, it is employed to influence consumers’ preferences and boost sales. For example, the popular Taco Bell advert premiered on CBS Television Network on February 3, 2013 contained invalid arguments. The advert titled “Viva Young” was meant to promote the products of the company and popularize its new slogan “Live Mas” which is translated as “Live More” (Taco Bell, 2013, February 3). The commercial begin by showing an aged man teaming up with other fellow age mates for a night party. They hurriedly leave their retirement homes to the venue of the party. At the party, they are seen dancing, singing, shouting and doing all sort of things party goers do. Then, at the end of their party they settle for a meal at Taco Bell.
The Taco Bell’s Super Bowls advert uses argumentum ad captandum fallacy for promotion of products. This form of fallacy targets people’s attention. The advert display old men and women dancing energetically to Spanish music. Naturally, old people do not go about dancing and singing in clubs for a whole night. Therefore, this is an extraordinary occurrence that captures the attention of the viewer. It is not based on conventional way of life but rather a manipulation of reality. The advert advances an argument that there is nothing that can stop old men and women from living more as Taco Bell’s slogan states. The words “We are young” can be heard from a music playing in the background. This argument is erroneous because not all aged people can afford to live more. Some are experiencing economical difficulties while others are sick and cannot go to parties and food chained owned by the company. Moreover, not all people prefer fast food.
Reference
Taco Bell. Taco Bell Unveils Details Supporting Its Live Más Super Bowl Xlvii Advertisement. (2013, February 3). Taco Bel. Retrieved December 11, 2013, from http://www.tacobell.com/Company/newsreleases/SB_XLVII_commercial
