June 13, 2012
-schemas fill in the gaps and make thinking more efficient…however they can lead to errors
-the main component of a schema is to guide the drawing of an inference
-stereotypes are a product of a schema
-schemas are learned from toddlerhood
-techniques used by advertising companies that capitalize on our schemas:
-hedging – uses words that seriously weaken the force of a claim/fact therefore it isn’t
deceptive (illegal) but rather it is misconceptive (legal)
-ex: crest toothpaste fights cavities fight could end in a win or a lose our schema
leaves out the losing part of the schema
-ex: palm olive leaves dishes virtually spotless
-eliptical comparative – uses ad campaigns that uses no basis for comparison
-ex: less fat less fat than what?
-ex: even more more than what?
-implied causation – two things stated together implying causation
-ex: get a great tan this summer, use coopertone implying if you use coopertone
then you will get a great tan
-pseudoscientific claim – “like science” claim
-ex: 7 out of 10 dentists recommend dentyne just a percentage but you also need a
-ex: 40% more cleaning power than the popular brand what’s the popular brand?
What is cleaning power?
-implied negative – the negative situation is implied (not stated outright)
-ex: coca cola has no cancer c