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Abstract ▼ AI-Helper

This paper aims to evaluate the advertisements using fear appeal, sympathy appeal, and endorsement appeal by celebrity by the normative method of logic. Such advertisements are similar to ad misericordiam, ad baculum, ad populum, and ad verecundiam arguments in the field of logic. But such arguments...

This paper aims to evaluate the advertisements using fear appeal, sympathy appeal, and endorsement appeal by celebrity by the normative method of logic. Such advertisements are similar to ad misericordiam, ad baculum, ad populum, and ad verecundiam arguments in the field of logic. But such arguments are treated traditionally as fallacies in logic. This paper argues that many of them are not fallacies, but good arguments or weak one at least; in order to do that, we analyse premises and conclusions of advertisements, and evaluate the relevance between the premises and the conclusions. In the course of analysing and evaluating those arguments, the empirical method of advertising studies are used seriously in addition to the normative one of logic.

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