Advertisements
Evaluating premises involves deciding whether or not the person observing the advertisement will decide to believe the claim in means of either:
1. accept the claim as true
2. reject the claim as false.
or to
3. suspend judgment.
Advertisements like of Coca-Cola's Happiness Truck, created by Definition 6, show a clever side to promoting products, where this Happiness Truck drives around stopping in whatever location while presenting itself to act like a vending machine. By illustrating the campaign of the Coca-Cola's Happiness Truck: Where Will Happiness Strike Next?, the producer is appealing to the emotions of the consumer. The license plate WWHSN (the campaign's motto as an acronym) demonstrates the idea further in creating a hopeful sense of the possibility that this truck might stop by where the reader or watcher lives and he/she will see that license plate and immediately remember this ad. It becomes dependent on personal experience and other sources for the result in the watcher's reaction. It's certain that we can deem this ad as valid because it does what its supposed to, which is make a person happy, therefore, there is a link between the statement and the result. Whenever these people think of Coca-Cola, they will think of this experience and the emotions they were encountering with, at the time. It is the comparison of what you felt juxtaposed with the product that shows the wit of the company and essentially playful side. Even though this is ultimately meant to sell products, it does give a sense of happiness (as advertised) for just a few minutes for those who had the opportunity to be involved, as well as those witnessing it on their computers or televisions.
According to Epstein, some advertisements conclude messages that sometimes may be unstated. One always wants to re-read or look through the advertisement once again to see if what is being told is earnest, or in whatever way, shape, or form, strong enough to be considered a reasonable argument--this ad has a bit of that in it Although this advertisement does directly promote the product upfront by dispensing cans of Coca-Cola bottles and other various objects to help gain support for their likeness of drinking Coca-Cola, this advertisement leaves the watcher wanting more in order to gain more from the experience and learn its message. It is not like traditional ads where they try to gain the audience's attention by offering special deals to the customer. By avoiding this, they create an imaginative way to maintain the customer's interest by pulling on their emotions. We are able to relate to this happiness, as well as, can deem it trustworthy that this commercial tells the truth in what it says through the surrounding reactions of those able to experience this happy contraption; "we accept a claim in a media outlet that's usually reliable". (89) This ad can fall under any of the three choices listed above because it does depend on how the consumer will view it. It is inevitable to enjoy this commercial solely because of its moral attributes, in my opinion. But just because I accept it for how it's shown---by offering happiness through a button---doesn't make it fact, it is what you make out of it, and whether you trust this ad to deliver truth and correctly inform.
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