One of the fallacious arguments that stood out is the advert for the Dove body wash. In the advert, a black woman removing her top changes and becomes a white woman. The hair color of the woman also changes from black, to blonde, and a darker blonde. The advert seems to denote the product as changing the black users into becoming white. This argument appeals to the fear of being black and the discrimination associated with skin color. The argument also appeals to the fear of not having the preferred attributes for any woman. These attributes could be the skin and hair color and body size. The intensity of racial discrimination has resulted in fear of being sidelined among black people. People fear that they do not stand an equal chance in employment, education, and health care due to their racial affiliation.
They also fear police brutality encountered by the blacks that have resulted in the deaths of many innocent individuals. Particularly, the advert appeals to the fear women have of not being good enough. Some women feel pressured to look good by having the right combination of features. As such, they have a fear of not looking good enough. Some people have resorted to lightening their skin with the hope that their brighter skin will result in acceptance and ultimately resulting in an equal treatment like their white counterparts. The advert hopes that by appealing to the emotion of fear, the will be able to attract the targeted audience into making purchases of the product hence record high profits.