Self-Evident Truths

By: Ian Mifsud, Mason Patterson, Sai Nadendla

If the truth were self evident, eloquence would be unnecessary-Julius Caesar

Definition and Image

Proceeding from an unwarranted assumption to a foregone conclusion
(including folk sayings, such as Time is money).

Self-Evident Truths in Advertising

Advertisement Annotated
Vague phrases like
Obama Agenda
create place for
people to project
their fears

The use of selfevident truths

shines through in
the blunt way in
which this ad
presents itself. NO
EVIDENCE, just a
statement

Orman looks the fool, while

Obama appears as a
ringleader

Grey is used to
make both
politicians look
dirty and
untrustworthy

The use of bold text helps bring attention to

the advertisement from people

Approved by an
authoritative member
of the senate causing
people to appeal to
the message

Advertisement Analysis
This political advertisement is a prime example of a self-evident truth. Not only does it provide zero
evidence nor credibility for its claim, but it also was created by a competitor of the politician pictured. This
insight adds to the fallacious nature of this ad, and subtracts that much more credibility. Had the creator
specified briefly what about this Greg Ormans campaign supports the Obama agenda, then perhaps the
ad would appear less fallacious, and then perhaps the politician would appear to be less shallow. However
this advertisement still appeals strongly to the potential voters, and to avid supporters of Orman. Its only
purpose is to push the reptilian hot buttons of voters, and sway their strong opinions. This is achieved
through the advertisments grey tones which serve to make it seem that both politicians are untrustworthy.
The advertisements vague use of language creates a place for people to project their apprehensive fears,
and it invokes deep pathos within them. The bold and all capital font helps grab the attention of the voter,
and prepares them from the equally as bold statement. Overall, through many fallacies this advertisement is
able to grab the attention of voters and potentially sway their opinions.

Self-Evident Truths in Texts

We hold these truths to be self-evident, that all men are created equal, that
they are endowed by their Creator with certain unalienable Rights, that among
these are Life, Liberty and the pursuit of Happiness(Excerpt from the
Declaration of Independence).

Text Analysis
One of the most famous examples of the self evident truth fallacy is part of our nations founding document.
It is a rare use of the fallacy, as it implicitly states its own fallaciousness, relying instead on the deist notion
of all men are created equal to drive home the argument. While some could argue that this is certainly not
a fallacy in that its not used to manipulate, deceive, or otherwise confuse, but when a document proclaims
its fallacy, not many arguments hold up against it. It is well know that this fallacy was written up by
Thomas Jefferson, but in a more broader sense it carries to voice of our founding fathers, and the ideals of
that generation. The introduction was intended to show the core rights behind humanity that everyone is
entitled to. This fallacy helps convey this point by stating that these rights are so obvious and central to us
that there is little need for any justification, and jumping to a conclusion is reasonable and logical. This
fallacy would have persuaded the audience into believing that all men naturally had the same rights, and it
in turn it would create a meaning system for the audience based on the values of our founding fathers.

Advertisement

Advertisment
Annotation
The ad is simple, but
pleasing to the eye,
contrasting warm and
cold colors to draw
attention.

Bright colors are used to

give a sense of whimsy and
fun to an otherwise boring
window tint.

This product has many accolades from

professionals, making it seem official, but also
necessary. A product of the year award is
layered on top of the car, and it is the first thing
you see.

The self evident truth fallacy is used to

make people feel inadequate and old
fashioned.

Testimonials
I bought this product so my daughter would have something colorful to see in
the car. After three severe accidents, I'm beginning to question if she can see at
all. --Kim K.W.
I bought Rainbowax to play a harmless prank on my buddy. Now I'm on the run
from the law for murder of the first degree, but boy was it funny. I highly
recommend Rainbowax. --Justin B.
This product is the biggest danger to the well-being of American citizens since
Donald Trump. --Barack O.

Advertisement Analysis
Rainbowax is a product designed to dye your windshield in order to make life and driving less boring. This
product is targeted towards individuals who want to attract attention towards themselves, and who just want
a little more fun in their lives. Through the use of fallacies Rainbowax is able to connect with more
consumers. For instance, the self-evident truth fallacy is used to make people feel old-fashioned and
inadequate, and the appeal to authority fallacy helps strengthen in the consumers mind that Rainbowax is
indeed everything it claims to be. In addition, the either/or fallacy makes it seem to the consumer that this
product will help you impress your friends. The bright colors emphasize the point that this product is
indeed a fun addition to your car. The logo font helps to gain the eye of the consumer through its threedimensional appearance which makes it pop. The clear, defined, and thin borders around the advertisement
add a simplicity factor to the whole picture, which mirrors the simplicity of the product. Overall, this
advertisement through the use of many fallacies and visual rhetorical elements is able to gain the attention
of the consumer even though the product is something they would never have imagined needing.

Works Cited
Appleton, Kirsten. A Vote for Greg Orman is a Vote for the Obama Agenda. Digital image. Abc News. N.p., 10 Oct. 2014.
Web. 10 Mar. 2016.
Gratton, Brent. The Declaration of Independence. Digital image. Lighthouse Senior Living. N.p., 2 July 2015. Web. 10 Mar.
2016.
Siamo, Chi. Time is Money. Digital image. LiberaTv. N.p., 19 Sept. 2015. Web. 10 Mar. 2016.