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Mathew Mccaugheys Case Study

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This commercial futures Mathew McCaugheys, a popular celebrity driving a Lincoln and talking about going backward to move forward, a metaphor that has nothing to do with the vehicle performance. The logical fallacy is the appeal to false authority. This can be seeing when the celebrity, in this case McCaugheys, speaks about his experience driving the vehicle, as if he would be an authority on the subject, when in actuality there is no evidence to support his genuine expertise. The audience has to assume that his taste is anything but great; therefore, he must drive the best car.

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