A fallacy is an argument that is not in line with logical rules, yet appears true and sound. Coca-Cola uses fallacies in many of its advertisements to attract customer appeal with the objective of selling its brands. The soft drink company uses advertisement fallacies as an element of marketing communication in social media marketing (YouTube). In one of its You Tube advertisements (link: ://www.youtube.com/watch?v=i-oVg_Ga4Ks), the company shows supermarket attendants who work through Christmas and have neither time nor money for celebrations when others conduct their shopping and spend time with their families yet do not recognize the real Christmas heroes ("COCA-COLA: The Last Customer"). The heroes and heroines, called “Tagahatid Paskos” speak about how they wish they celebrated Christmas in a similar manner as everyone else. The store closes at 10 p.m. Just before the supermarket closes, Coca Cola agents, as if adding to the attendant’s agony, pop in to buy an array of products. After the attendants (“Tagahatid Paskos”) wrap the gifts, the Coca-Cola agents surprise them. The gifts are actually theirs. Elated, some of the “Tagahatid Paskos” even cry in the advertisement that appears to be a charity course only to reveal it is a Coca Cola commercial towards the end of the clip ("COCA-COLA: The Last Customer").
Slippery slope
The slippery slope effect leads one into thinking that the avoidance of one thing can actually lead to a bad consequence (Miller, 2016). Miller (2016) notes that this aspect is outdated; hence Coca Cola uses the fallacy indirectly in the advertisement. Coca Cola poses as charity providers who help the unfortunate who are not recognized by the society ("COCA-COLA: The Last Customer"). Through this, the commercial creates false perception in the mind of the consumer that if they do not participate in buying Coca Cola, they actually fail to help people such as the “Tagahatid Paskos”.
Appeal to Emotion
Coca-Cola uses the appeal to emotion as an advertisement fallacy ("COCA-COLA: The Last Customer"). The clip is very emotive as it creates empathy by making the viewers sympathize with the attendants who might actually be receiving bonuses by working during Christmas. Coca Cola plays this fallacy well because the actual brand is only revealed towards the end of the commercial. The company has studied consumer behavior and knows that people tend to ignore online advertisements hence came up with a unique and emotive advertisement which appears to be a charity clip all along ("COCA-COLA: The Last Customer"). By the “Tagahatid Paskos” showing tears, the viewer cannot help associating the soft drink with good deeds.
Red Herring
This refers to an issue which distracts attention in order to lead the viewer to be finally trapped into the main objective (Miller, 2016). Almost 75% of the advertisement seems to be a charity course, depicting a psychographic marketing objective to appeal to the viewers to associate the drink with charity ("COCA-COLA: The Last Customer"). Initially, the “Tagahatid Paskos” are wearing red hats (Coca Cola’s color), an advertisement imagery exhibiting the fact that the firm’s agents had planned its actions. Nevertheless, the red herring used here is a successful bait to make potential and repeat consumers form positive judgment and perceptions with Coca Cola’s memory-building aspect of charity.
References
"COCA-COLA: The Last Customer." Youtube, 2017, https://www.youtube.com/watch?v=i-oVg_Ga4Ks.
Miller, S., " Miller, C. (2016). 35. Logic: Common Fallacies.
