Due to the competitive global market identifying and implementing new ways to grow a business is crucial. Thus said, numerous scholars have recommended that companies should strive to increase their revenues while maximizing on the output productivity to maintain their relevance ( Ahlstrom, 2010 ). Additionally, there are various channels from which information on how to improve business productivity can be obtained such as advertising. Research conducted by Ahlstrom shows that multiple elements in an advertisement are strategically put to lure potential clients and customers (2010). This essay, therefore, aims at evaluating the persuasive techniques and fallacies found in an advertisement.
For example, in the Business Management field, the “Top 15 Bank Video” applauses the BMO Financial Group which launched an advertisement that campaigned for diversity and inclusion among their employees (2017). The persuasive techniques in this advertisement were loaded words and repetition. “Loaded words” are a persuasive technique whereby the company uses specific words to appeal to clients. In the case of this advertisement, words such as diversity are a social issue and hence when the company states inclusion, there is a possibility for an increase in clientele base. Repetition, on the other hand, is used to emphasize the significance and weight of the issue addressed which in the case of BMO financial group is diversity.
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The logical fallacy in this advertisement is the stereotype fallacy that reveals simplified and biased results. For example, BMO Financial Group oversimplified the inclusion of diversity in its company while studies show that not only does diversity inclusion take an extended period, but also faces numerous challenges. As discussed above, the BMO Financial Group advertisement focuses on promoting diversity inclusion among its employees. Persuasive techniques and logical fallacies have been identified, and therefore it is evident that advertisements use persuasion and enticement through fallacies to reach a broader population. One concern, however, are there restrictions to limit the extent to which advertisements can use persuasive techniques and logical fallacies?
References
Ahlstrom, D. (2010). Innovation and growth: How business contributes to society. Academy of management perspectives , 24 (3), 11-24.
Top 15 Bank Video Ads of 2017 | Bank Innovation. (2017). Bank Innovation . Retrieved from https://bankinnovation.net/2017/11/top-15-bank-video-ads-of-2017/
