Ad Verecundiam

By Axel Perales & Josh Dapiran

Definition:
An appeal to authority (Figures
prove is a variation)
Definition Image
 Visual Example
(Josh)

Excerpt Source:
http://60smediavscontemporarymedia.blogspot.co
m/2016_02_01_archive.html
Analysis of Visual
Through the use of persuasion and the ad verecundiam fallacy, this advertisement for Camel cigarettes is eye-catching and
shocking on the surface, yet ultimately fallacious and clichd in its own execution. The advertisement interminably drives into the
readers conscious that cigarettes are smoked constantly by authorities on health; it exasperatingly claims that Camel cigarettes are used
by doctors in every branch of medicine. It therefore convinces the reader that Camel cigarettes in particular are healthy, as the vast
majority of health experts in the medicine field are smoking them. Recognizable and popular actors such as Dick Haymes and Maureen
OHara are used as this advertisements ammunition as well; the ad coaxes the reader into buying Camel cigarettes in order to act like
and relate to their most beloved movie idols. The typography also exemplifies this ads purpose. The words are bold and italicized, yet
the sentences are smooth in structure and almost flirtatious in tone. For example, the advertisement touts that Camels have cool, cool
mildness, pack after pack, and a flavor unmatched by any other cigarette. It seductively lures the audience into a nicotine filled trap of
cancerous proportions. The word Camel is also colored red, evoking a sense of bombastic aggressiveness and thus instantly catching
the readers attention upon first glance. All these ingredients ultimately construct an advertisement that snakes its way into the readers
mind through manipulative persuasion and a blatant appeal to authority.
 Text Example

Excerpt Source:
https://www.washingtonpost.com/news/the-fix/wp/201
7/03/17/sean-spicers-thursday-press-conference-was-a-
new-low-for-the-trump-white-hous/?utm_term=.4a4d020
1a4c1
Analysis of Text
In this excerpt, White House press secretary Sean Spicer is lashing out against the media in defense of Donald Trumps claim
that Barack Obama ordered the wiretapping of Trump Tower during the 2016 Presidential Election. The passage corresponds to ad
verecundiam primarily by Spicers statement that the common news outlets cherry pick their sources, meaning theyre not seeing the
other side of the story and thus aiding the argument that todays news has a lovemark towards liberalism; however, it is the job of the
news in the common ground to be impartial and listen to both, hence meaning that they cannot solely select sources from one side.
Additionally, he proclaims that the media reports one single statement ad nauseam, meaning excessively to the point where its
become tiresome. This comment supports the idea that todays news is sometimes repetitive in reporting certain stories, such was the
case with the saga of Hillary Clintons e-mails; yet, as he tries to demote them, it could also be inferred that Spicer just wants the press
to say yes and leave the subject alone as its presentation seems rushed. Finally, Spicer included in his speech passages mostly from
conservative pundits that aimed to endorse and legitimize Trumps assumption, such as the excerpt from Judge Andrew Napolitano.
Since a judge is a highly regarded figure in the judiciary branch, this appeal seems uphold the wiretapping claims. At the same time,
judges they do not usually get so intertwined with foreign affairs, and when Napolitano stated, Three intelligence sources have
informed...that President Obama went outside the chain of command, the three sources are not specified, henceforth delegitimizing the
theory. Inevitably, as every word has a mental highway, Spicers tirade leaves the audience perplexed and lost, as his speech only
appeared as purely antagonistic, heated, and invalid in supporting Trumps hypothesis.
Original Ad
Original Ad Analysis
The Brick Mobiles advertisement is intending to promote brick cars towards people with a lovemark for durable, lightweight,
and pacey cars. A rhetorical aspect of this ad is its color choice, as it mostly consists of features of black and red. There is the exception
with the utilization of teal for the statement of Lewis Hamilton, a prominent Formula 1 driver, as it pertains towards one of the colors he
usually has on his Formula 1 car and outfit. These sharp colors serve to make the product seem bold and daring as the colors are
prominent in the ad. Additionally, theres the verbal fallacy of the brands phrase, which is, Gifts for the Supreme; however, its
improbable to visualize how a brick car would appeal to someone of the Supreme car genre say, a fanatic of monster trucks.
Another feature is the typography, adding a sense of elegance and refinement more specifically at the logo as it pertains to that of
Dior, persuading the audience that theyre of prestige and legitimacy. This specific goal refers to the logical fallacy of manipulation
because while the text boasts all these awards of being Car of the Year, in the end the product thats being marketed here is solely a
brick on wheels with the word Supreme imprinted on it, thus testing their legitimacy. No matter how many awards are put in the ad,
no matter how brilliant and catchy the phrase for the merchandise is, or what colors they use, they do not impede on the fact that its
simply just a brick car; yet, as Clotaire Rapaille stated, The reptilian always wins, for as long as such elements can captivate its target
audience enough, the brand will regardless sell.
 Works Cited for Quotes
https://www.brainyquote.com/quotes/authors/l/lewis_hamilton.html
http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/etc/script.html