SL week 4 Analysis of Logical Fallacies

LEVEL 6 & 7

SL week 4Analysis of Logical

Fallacies

Aims and Objectives

To understand the logical fallacies in adverts

To apply understanding by identifying logical fallacies in adverts using identifiable features

To analyze adverts by writing about what the ad is about

To evaluate by giving reasons and justifications your analysis

STEPS TO IDENTIFY LOGICAL FALLACIES

1. Look at the advertisements you have.

2. Try to identify the logical fallacy of the advert.

3. Think about the characteristics of the advert (i.e. images , words, etc.) you used to match the cards.

4. Compare your adverts to those on your handout from last week.

Ad Hominem

Definition:Attacks the person and not the issue.

Characteristics:The advert attacks a person not the issue.The attack is personal.

Ad Hominem

False Cause

Definition:Wrongly assumes a cause and effect relationship.

Characteristics:The adverts makes you think that the effect is the

outcome of the cause.But the cause is not the true or whole cause.Sometimes, even the effect is not even real.

False Cause

Appeal to Emotion

Definition:Manipulates people’s emotions in order to make them buy, do, or believe something.

Characteristics:The image wants you to feel a certain emotion e.g.

anger, sadness, happiness, relief, etc.

Appeal to Emotion

You can smell the

rich coffee flavor!

So sit back, relax and enjoy...

Hasty Generalization

Definition:Draws a conclusion about a population based on a small sample size.

Characteristics:

The advert makes you ‘jump to conclusions’.The %, fraction or figure = a small group of people not

the majority and presented as the majority

Hasty Generalization

False Dilemma

Definition:Suggests/implies that you have only a few choices

available when in fact there are many (e.g. which credit card to use)

Makes/leads you to believe that if you truly want to make the best decision, you must select what they have presented to you.

Characteristics:It seems like there are only two choices.The best choice is the product being sold.

False Dilemma

Bandwagon

Definition: Creates the impression that everybody is doing it and so should you.

Characteristics:It seems like everyone is doing it.You feel like you should do it too.The advert uses words like most, all, everybody.

Bandwagon

Scare Tactic

Definition:Tries to generate fear in order to make you buy, do, or believe something

Characteristics:The image might make you feel scared.The image might shock you.

Scare Tactic

Traditional Wisdom

Definition:Uses the logic that the way things used to be is better than they are now, ignoring any problems of the past.

Characteristics:The image makes you think about the past.It makes you feel like the past is better than now.

Traditional Wisdom

STEPS TO ANALYSE ADVERTS

Discussion1. Which logical fallacy is used?2. What is being advertised? (this could be a thing, an idea, or behavior)3. Who is the target audience?4. Where would you see this advert?

Assessment Format

Part 1: Identification of Logical Fallacies

Instructions: Identify the logical fallacies in each advert, then answer the question below.

http://www.fallacydetective.com http://notaniche.com/ads-human-rights-war-smoking/701/

Question: What are the features, and why?

Assessment Format

Part 2: Analysis of Logical FallaciesInstructions: Answer the following questions using complete sentences.

1. What logical fallacy is used?____________________________________________________2. What is being advertised?____________________________________________________3. Who is the target audience?____________________________________________________4. Where could you see this advert?____________________________________________________

RubricMarks Understanding

(Refer to Part 1 A Fallacy identification in Week 5

Assessment)

Applying(Refer to Part 1 B Analyzing Fallacy

Features in Week 5 Assessment)

Analyzing(Refer to Part 2 Chart Fallacy

Analysis in Week 5 Assessment)

3 Demonstrated an understanding by accurately identifying 7 or more of the fallacies without mistakes.

Provided relevant characteristics to support 7 or more of the fallacies.

Clearly identified the following for 7 or more of the advertisements:-intended audience-what is being advertized-where the advert could be seen.

2 Demonstrated an understanding by identifying 5 or 6 of the fallacies.

Provided relevant characteristics to support 5 or 6 of the fallacies.

Either clearly identified two of the following in 7 or more : -intended audience-what is being advertized-where the advert could be seenOr identified all of these in 5 or 6 advertisements.

1 Demonstrated an understanding by identifying 4 or less of the fallacies

Provided relevant characteristics to support 4 or less fallacies.

Either clearly identified one of the following in 7 or more : -intended audience-what is being advertized-where the advert could be seenOr identified all of these in 4 or less advertisements.

0 Demonstrated lack of understanding by inaccurately identifying the fallacies in all adverts without providing a rational explanation.

No support of fallacy through use of characteristics.

Failed to identify the intended audience of the advertisements.