Claims in Advertising

http://www.frederiksamuel.com/blog/2007/12/heinz-ketchup.html

In America and the world, we are bombarded with advertisements every day. Buy this now! Go here! Wear this! Only the bold drive this....It seems as if the whole world is shouting at us trying to tell us the things that are vital to be happy, healthy, protected, and popular. We even have ads that are tailored to the items that we search so that our "shopping experience" can be optimized. Especially in America, we live in a sea of consumerism with thousands of items, brands, and services vying for our attention. Advertising is everywhere, and it is very tricky. Each advertisement seeks to persuade its audience that their particular product or service is the best choice.

Consider this Heinz Ketchup ad.

It serves as a perfect example of clever advertising and the power of persuasion. Let's critique their argument advocating for their product using the Toulmin Model of argumentation. As defined by Inch and Tudor's book, Critical Thinking and Communication,the Toulmin Model has six parts: Data, a claim, a warrant, backing, a qualifier, and reservation (52). Not every argument has each part, but most contain the majority.

First, what is a claim? A claim, as discussed in another post is "the expressed opinion or conclusion that the arguer wants accepted" (52). So what is the claim in this Heinz ad? It is clearly stated- no one grows ketchup like Heinz. Simple enough, but what is their proof to back up their bold claim?

Second we have data. Data is evidence or "facts or conditions that are objectively observable beliefs or premises accepted as true by the audience, or conclusions previously established" (52). Observable facts that all agree on regarding ketchup include the following: 1) ketchup is a product that can be made from tomatoes 2) Heinz sells ketchup. However, these two accepted facts do not support their claim. More evidence is needed.

Third part of the model is the warrant or the "reasoning used to link the data to the claim" (52). So what is Heinz's warrant? Warrants are usually rules or principles that can be applied to the situation (52) so in relation to Heinz's ad, a warrant that they seem to suggest is that if the ketchup is not Heinz, then it is inferior.

Fourth is the backing which supports the principle put forth in the argument's warrant (53). So what is the backing for Heinz's assertion that their ketchup is superior? It lies in their assertion that no one "grows" ketchup like Heinz coupled with their ketchup bottle formed with tomatoes. This is meant to convince audiences that Heinz ketchup is superior because its ketchup comes directly from tomatoes. Ketchup has a bad reputation of consisting of corn syrup and other processed chemicals so by stating that their ketchup is grown with the imagery of the tomatoes, Heinz suggests that their ketchup is more natural which all would agree is more favorable.

The fifth part to the Toulmin Model is the qualifier. The qualifier is the "colloquial adverb or adverbial phrase that modifies the claim and indicates the rational strength the arguer attributes to it" such as strongly, always, probably, or certainly (53). Though a qualifier is not directly stated, because the words "no one" is used, the advertisement suggests that a qualifier such as always is most accurate.

The sixth and final part to the argument is the reservation or the "circumstances or conditions that undermine the argument" (53). There are no reservations presented in this advertisement; however, one that many could bring up is the fact that, in order to make ketchup, tomatoes must be processed.

All in all, this advertisement is very effective but easily questioned; however, to people who only see it in passing it could be very convincing or at least intriguing.