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In logic, equivocation ("calling two different things by the same name") is an informal fallacy resulting from the use of a particular word or expression in multiple senses within an argument. [1] [2] It is a type of ambiguity that stems from a phrase having two or more distinct meanings, not from the grammar or structure of the sentence. [1]
The multi-step flow theory assumes ideas flow from mass media to opinion leaders before being disseminated to a wider population. This theory was first introduced by sociologist Paul Lazarsfeld et al. in 1944 and elaborated by Elihu Katz and Lazarsfeld in 1955.
[3] [6] [7] [8] They are of special interest to the field of formal logic but they can only account for a small number of the known fallacies, for example, for affirming the consequent or denying the antecedent. Many other fallacies used in natural language, e.g. in advertising or in politics, involve informal fallacies.
Equivocation (or the magician's choice) is a verbal technique by which a magician gives an audience member an apparently free choice but frames the next stage of the trick in such a way that each choice has the same end result. [2] An example of equivocation can be as follows: A performer deals two cards on a table and asks a spectator to ...
The steps of encoding and decoding in Schramm's model perform the same role as transmitter and receiver in the Shannon–Weaver model. [5] [23] [24] Because of its emphasis on communication as a circular process, the main focus of Schramm's model is on the behavior of senders and receivers. For this reason, it does not involve a detailed ...
Usually for advertising rather than political purposes, sexual arousal may also be used. For example, a message promoting a brand of motorcycles to a male target audience may also include sexually attractive bikini-clad women within the advertisement, to make the product more appealing to the audience by targeting sexual desires. However, some ...
The diagram usually flows left to right (unless shown in a circular array) starting with the source. An advertising campaign uses the communication process diagram to ensure all the appropriate steps of communication are being taken in order. The source is the person or organisation that has a message they want to share with potential consumers ...
A second example provides a first proposition that appears realistic and shows how an obviously flawed conclusion still arises under this fallacy. [3] To be on the cover of Vogue Magazine, one must be a celebrity or very beautiful. This month's cover was a celebrity. Therefore, this celebrity is not very beautiful.