Either/Or Fallacy

Amelia Bell and Lauren McGuinn

Either/Or Fallacy

Requires absolutes that do not allow for

intermediate cases
Image that represents Either/Or Fallacy
 Visual
Example: Ad
Advertisement citation:

Covergirl Olay Simply Ageless.

Covergirl. N.p., n.d. Web. 28
Mar. 2017.
Analysis of Ad in Time Magazine
In Covergirl & Olays ad for their new product, Simply Ageless, the utilization of visual rhetorical elements
-images, color, typography and voice- embodies the either/or fallacy. The ad begins with the effective use of
voice by calling out the audience, hey, wrinkle face! targeting skin insecurities between women, while the
effective use of typography through the insult is eye catching and leads readers to tour more of the ad. The ad
continues with typography and voice - thats what people could say if you use a liquid makeup that settles in
lines and makes you look older- asserting that if women with wrinkles fail buying the product they risk the
chance of being called wrinkle face,; in addition, Covergirl and Olay use the lovemark method to advertise
themselves as brands their audience could trust over all other makeup brands, leading up to the ads purpose:
Simply Ageless avoids the problem of settling in wrinkle lines. The significant use of visuals such as the prune
allows the ad to illustrate the idea of women having this similar appearance if they dont use the product. The
soft and smooth appearance of Simply Ageless resembles its purpose to disguise wrinkles, while the milk white
swirl mirrors a whirlpool of youthful, creamy skin. The ad leads to the end with the line, makes you look
younger! in hopes to manipulate women to buy the product, thinking if they use Simply Ageless they will look
younger. The ads very last line, so dont settle, asserts the ads theme of the either/or fallacy, vocalizing if
women dont settle to buy the product they would remain a wrinkly, prune face, tying to the first line, hey,
wrinkle face! Ultimately, Covergirl and Olay represent the either/or fallacy through their visual rhetorical
elements used to convince women to buy Simply Ageless.
Textual Example: Newspaper Comment
 Analysis of Newspaper Comment
This comment made by Ellen Dunne (qtd. in Burns) on an article in the New York Times newspaper
fits the Either/Or Fallacy because the general claim made in her comment is that either the
government provides the less fortunate with care or they will shrivel and die. Dunne starts off
with despicable and heartless, which implies that she is describing the government or president,
based off the fact that the article was about the president and she later uses the word they. By
degrading the government, then listing things that they are supposedly not giving the people in
need, Dunne is suggesting that because the government is not providing these certain people with
certain rights, they will be forced to shrivel and die. Overall, Dunne does make a point; however,
claiming that the only other option if the lower class doesnt get insurance or food is to shrivel
and die is relatively extreme compared to what would really happen - which is lacking food,
insurance, and an education.

Article Citation:

Burns, Alexander. "2 Federal Judges Rule Against Trumps Latest Travel Ban." The New York Times. The New York
Times, 15 Mar. 2017. Web. 26 Mar. 2017.
Original Ad
 Hear-Rings!
Hear-rings are miniature, light weight, bluetooth speakers that hang
right next to your ear as earrings. They function like earbuds, and as classy,
chic earrings. The typography is bold and curvy, capturing everything a
woman supposedly strives for, and the purple font compliments the bright,
shining, happy yellow background and details. These colors work together
to draw attention and give the ad a bright and happy mood. The text leans
into the main picture, illuminated with yellow, giving off a glowing effect
and exaggerating the importance of this product. The smaller picture uses a
woman to demonstrate the product in use, which calls attention to all
women, allowing them to imagine themselves in her place in the ad. The
Overgeneralization fallacy targets the mom community by making the
product look easy and practical, even though there is no reason for only
moms to be attracted to this product. The Dicto Simpliciter fallacy claims
that because music and earrings are two things women tend to love, every
woman must love this product because it combines the two. The use of the
Either/Or fallacy pressures women into thinking they need this product in
order to stay on top of the music and fashion industry. Overall, the ad
creates a culture around the product by repeating the font whenever
mentioning the the name so to get it into the audiences heads, and
recognize it when they see it, and using a unique and bright color scheme.