Ad Verecundiam:

The Mesh Umbrella

By Hugo Michielsen and Shaina Geyer

Ad Verecundiam
AD VERECUNDIAM: an
appeal to authority.
(Figures prove is a
variation.)
Ex: It says so in the
Bible. My teacher
says The ... says...

Ad/ Packaging

Rhetorical Analysis of a Visual Fallacy

Maddie Ziegler, a 13 year old actress and singer, shoots a spread with Seventeen magazines February 2016 edition. An
excerpt from an interview with Maddie is inserted-- the lifestyle of being young and famous-- regarding her fame and 4.5
million followers on insta. Ad verecundiam, (the appeal to authority or argument from authority,) is shown generously
amongst the two pages: throughout the text, Sia and her music video, Dance Moms, Austin & Ally, and Pretty Little Liars
are mentioned as advertisements implying that the audience will view it, now that theyve gained perception that Maddie
Ziegler appears in the acts, and throughout the images, Maddie is draped with high-end makeup-- Dior-- and brand-name
clothing-- Zac Posen, Neiman Marcus, and Aeropostale, insinuating if the audience of young girls buy these pieces of
fashion and makeup, they can be a young and successful teenager, or at least look like their idolizing Maddie Ziegler. Ad
verecundiam is allocated in the advertisements because the magazine editors declared their adult strategical mindset has
imbedded inspirational information to their youth audience, informing them that they know best about Maddie Ziegler since
they got to interview and shoot with her, including direct quotes from Maddie, herself. With the dim, cool background,
natural makeup and facial expressions, and gently tousled hair, Maddie is the centralized focus in the images; she is the
warmth fed to the blandness of her surroundings with intricate patterns and modern trends clothed on her. The text is
strategically placed, referencing an advertisement for makeup as a beauty tip and captioning the photos with the pieces
of fashion Maddie is flaunting.She is shown laced in ballet shoes arousing a generalization that if a majestic dancer
like her can wear those clothes and look beautiful, an ordinary teenager can look like just like her as long as they buy
the same products and textiles. The writer uses fallacies including lovemark-- a quantity of the advertisement is induced
showing a high and low point expectation from the the compilation of the writer and editor toward their audience of young
girls and showcasing a low and high love for their beloved branding girl, Maddie Ziegler, to lure viewers toward lust and
wonder.

Speech, Article, Text

Unfortunately, were living through a time

in American politics where every foreign
policy decision is viewed through a partisan
prism, evaluated by headline-grabbing sound
bites. And so before the ink was even dry on
this deal -- before Congress even read it -a majority of Republicans declared their
virulent opposition. Lobbyists and pundits
were suddenly transformed into arm-chair
nuclear scientists, disputing the
assessments of experts like Secretary Moniz,
challenging his findings, offering multiple
-- and sometimes contradictory -- arguments
about why Congress should reject this deal.
But if you repeat these arguments long
enough, they can get some traction. So let
me address just a few of the arguments that
have been made so far in opposition to this
deal." President Obama in August 5,2015 on
the proposed deal on the Irans nuclear
program

Rhetorical Analysis of a Verbal Fallacy

In this excerpt from President Barack Obamas speech about the proposed nuclear deal with
Iran, the President quickly and powerfully declares that people who are not nuclear
scientists cannot possibly have an opinion or say in politics regarding nuclear weapons. This
is a clear ad verecundiam, or appeal to authority, and in this case the President is
appealing to the nuclear scientists involved in the deal. This argument is a clear fallacy,
because lobbyists, journalists, and the average everyday citizens don't need a degree in
nuclear sciences or nuclear engineering to hold an opinion on the politics regarding nuclear
power and its worldwide effects. Furthermore, just because a person is not a nuclear expert
doesnt determine if he or she can have an opinion on whether or not the Iranian government
is trustworthy or if the deal is fair. President Obama also uses a reptilian hot button,
when he indirectly compels us to believe that despite the stiff Republican opposition, he
will do what is right for America. This incredibly well-articulated paragraph illuminates to
us that even the most powerful man in the world uses logical fallacies in his speeches to
sway people to his cause.

ANalysis
The Webbed Wonders, a mesh umbrella, is a product aimed towards teenagers and young adults
concerned with popularity and fashion sense. To persuade the consumer to buy the product, 4
fallacies were used, begging, ignoring the question, ad verecundiam, and self-evident
truths: the latter being a very modern and common way to advertise products to younger age
groups. The visual elements of the ad reflect the setting where the product, a mesh
umbrella, would be used--a rainy day-- with the various slogans and advertising schemes
imbedded in rain droplets. Pathos, ethos, and logos (the Aristotelian elements,) are
strongly appealed to throughout the ad, making the potential customers feel like they are
in trustworthy hands, reading about an outstanding product that will change their lives.
This advertisement tries to reach out to the young peoples thirst for popularity and their
yearning to belong with others. The feeling the ad is trying to recreate is called a
lovemark, which constructs the notion that the consumer is a part of a larger group, or
cult, which generally results in the utmost loyalty to the company and their products.
Altogether, the advertisement for the Webbed Wonders, utilizes logical fallacies,
Aristotelian appeals, visual elements, and lovemarks to sell this otherwise useless
product.

Works Cited

Prez De Celis, Claudio. "Ad Verecundiam." Argumentum Ad Verecundiam. N.

p., 10 Sept. 2011. Web. 10 Mar. 2016.
"President Barack Obama." White House. US Government, n.d. Web. 10 Mar.
2016.
"Remarks by the President on the Iran Nuclear Deal." The White House. The
White House, 05 Aug. 2015. Web. 10 Mar. 2016.
"Free Animations, Animated Gifs Animals People Animals." Free Animations
and Animated Gifs. Heathers Animation, n.d. Web. 10 Mar. 2016.
Viggiani, Heather. "Style on Pointe." Seventeen Feb. 2016: 82-83. Web. 9
Mar. 2016.