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Understanding Dicto Simpliciter

This document discusses the concept of dicto simpliciter, which refers to arguments or claims based on unqualified generalizations. It provides two examples: (1) a quote from Donald Trump that broadly characterizes Mexicans as criminals, and (2) a fictional advertisement the authors created for a lip thinning product. The document analyzes both examples, explaining how they rely on dicto simpliciter to attract attention through bold claims lacking evidence. It argues this technique is commonly used in advertising to target certain audiences and promote products by focusing on overgeneralization.

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129 views12 pages

Understanding Dicto Simpliciter

This document discusses the concept of dicto simpliciter, which refers to arguments or claims based on unqualified generalizations. It provides two examples: (1) a quote from Donald Trump that broadly characterizes Mexicans as criminals, and (2) a fictional advertisement the authors created for a lip thinning product. The document analyzes both examples, explaining how they rely on dicto simpliciter to attract attention through bold claims lacking evidence. It argues this technique is commonly used in advertising to target certain audiences and promote products by focusing on overgeneralization.

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Dicto Simpliciter

By Georgia Waterdown and Zo Richer

Defining Dicto Simpliciter

An argument/claim based on an unqualified generalization

The image below limits each of the states to a label, embodying Dicto
Simpliciter

Example #1

Annotated A&P Ad

Analyzing A&P Coffee Ad

Directed toward an audience of coffee-lovers with high


standards; A&P Coffee uses both imagery and diction to
effectively promote their product. A&P utilizes ER
words (words that stand out to the customer) and
instantly grabs the readers attention claiming theyve
never tasted finer coffee! Capturing pathos through a
delighted consumer and her coffee, A&P associates
happiness with their product. They are merely selling the
idea of satisfaction, not coffee. In doing this, they become
a brand with a Lovemark .

Example #2

[Mexico is] sending people that have lots of


problems, and theyre bringing those problems with
us. Theyre bringing drugs. Theyre bringing crime.
Theyre rapists. And some, I assume, are good
people. Donald Trump

20 Dumbest Things Republican Candidates Said in


2015. Rolling Stone. Rolling Stone, 2015. Web. 06
March. 2016.

Annotated Quote

Analysis of Quote

Donald Trump owes his recent popularity in the media to


his bold claims, mainly regarding the elections. In the
selected passage from a transcript of a recent Republican
debate, plenty of candidates say what they must to attract
the attention of voters. Donald Trump is no exception,
claiming Mexico is sending their worst [to the United
States]. He uses Ethos, or the ethical appeal, to draw in
those who either completely disagree with him, or those
who may have similar opinions. While some
endorsements try to shed a positive light on themselves or
their company, Donald Trump will take any attention he
can get.

Paper Thin Advertisement

Annotated Ad

Analyzing Paper Thin

In making our advertisement for a lip thinner (something


one may assume most wouldnt want) we came to the
realization that our product might cater to a group of
people, albeit small. Some may be convinced by a short
quote from Kylie Jenner, or a fake before and after
picture. It is nearly impossible to understand the wants
and needs of an ever-changing society. In the past, trends
have spread which seemed ridiculous to some; however,
plenty find themselves racing to stay current. By choosing
to focus on overgeneralization and making claims that had
little to no evidence backing them, we were able to take a
closer look into the world of advertising.

Works Cited
Visual Stereotypes. Jdeynes. WordPress, 2015. Web. 09 Mar.
2016
20 Dumbest Things Republican Candidates Said in 2015.
Rolling Stone. Rolling Stone, 2015. Web. 06 March. 2016.

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