Argument by Authority - Essay Example

Argument by ity in the Bacardi Gold Advertisement If there is one present day tv commercial that could be cited as a ic example of an advertisement that uses Appeal to Authority fallacy to persuade its viewers, it would be the Bacardi The Prediction commercial. Appeal to authority fallacy is flawed argument by somebody claiming to be an authority which he, she or it is not (Fallacy files nd). In the case of Bacardi, it assumed to be an authority about friendship and a game (basketball) by capitalizing at the end of the commercial that it is an official marketing partner of NBA and stressing that its liquor makes friendship “golden”.

It is premised on the assumption that the game (obviously an NBA game), the guys and Bacardi Gold always go together. It supported this thesis by stressing at the game, guys and friendship is made “golden” by Bacardi. Therefore, its audience should get drunk with Bacardi Gold to enjoy friendship while viewing a game (youtube 2010). In this commercial, it is not only the arguments (if it is even considered as one) that is dubious, but the elements as well. First, alcohol and a wholesome game such as basketball do not mix.

Second, it is hard to enjoy a game when a person is sober. The maker of this commercial did not make a research that alcohol is a downer and a game raises one’s adrenaline, so how could one enjoy both? Above all, an alcohol company is never an authority about friendship; of what constitutes it and of how to qualify it. What Bacardi is suggesting is an alcohol binge between friends so that its product will be patronized. Friendship in the first place is not founded on alcohol. Bacardi can however defy logic by claiming to be an authority of friendship and a game.

After all, it delivers the subtle message that it is an authority by mentioning that it is an official marketing partner of NBA so it must know what it is talking about. References Fallacyfiles.org (nd). Appeal to misleading authority. http://www.fallacyfiles.org/authorit.html [accessed May 31, 2012]Youtube (2010). Bacardi commercial: The Prediction. http://www.youtube.com/watch?v=GUzyL-y0UPo&feature=relmfu [accessed May 31, 2012]