With products such as Shamwow, Oxyclean, and the Bowflex, flooding our modern-day market, it seems as though today’s advertisement challenges the intelligence of the American populace with a single daunting task, to force people to stop thinking rationally. Intelligence is measured upon a variety of elements all stemming from rational thought; The Onion satirizes the seemingly infinite quantity of irrational thought in the world today, in an ad for a new and improved, $19. 95 (plus shipping and handling), solution to any person’s foot problems. MagnaSoles” depicts the gullibility of people by showing their reliance on various modes of the media to obtain information. In this case, lustrous qualities lure the customer, while other solidifying details cause the commercial to ensnare the modern day consumer into a trap of successful conversions of your “pain nuclei” into “pleasing comfortrons”. The principles of the mass majority would be to believe the biased, often manipulated, information that pummels their every thought.
From presidential elections to how many dentists recommend Trident gum, the credibility of anything is always a factor upon the decision making process. MagnaSoles satirize the strength of ethical appeals in advertisement. “…said Dr. Arthur Bluni, the psuedoscientist who developed the product for Massillon-based Integrated Products. ” Doctors reflect intelligence, yet the people reading aren’t intelligent enough to comprehend that he is a doctor of a fake science. Without the knowledge of the prefix, pseudo, (which translates to fake), it is nearly impossible to decipher the faulty logic in that statement. Why should I pay thousands of dollars to have my spine realigned with physical therapy when I can pay $20 for insoles clearly endorsed by an intelligent looking man in a white lab coat? ” This faulty logic may be misleading because they never once lie; these people are real doctors, but of a fake science. And as if the doctor’s recommendation wasn’t enough, there is also the trademark to express the legitimacy of the product. Therefore if the company goes through all the long, possibly banal, process of copyrighting their product, then it must be worth not having someone else steal the creation, thus meaning it works. According to scientific-sounding literature trumpeting the new insoles, the Contour PointsTM …” Pepsi Company has a trademark on their sodas, McDonalds has a trademark on their name, and Magnasoles has a trademark on their Contour PointsTM. Western culture, through many decades of hasty advancement, has been associated with superior intellect, a superior standard of living, superior technology, superior dental hygiene, and almost every other luxury of life being superior. Practiced in the Occident for over eleven years…” This credibility of being practiced in the Western Hemisphere might as well come with a label assuring the consumer that it will not contain dangerous levels of lead or other heavy metals. These appeals to fundamental authority satirize the way advertisement presents their products with unchecked authority and, most likely, psuedoscientists. Certain jobs have distinct words to effectively communicate the desired orders they will try to achieve. In the Occident, they call these words of a particular trade, “jargon”.
Is appearing and sounding intelligent just as vital as actually being a legitimate authority to the subject? Advertising would definitely say that it is. Without these words, important tasks would be drawn out and become less efficient. The select phrases associated among professions serve as a template for their specific language; the phrases not only cut time but also give greater detail and influence to the command. “…harmonic energy field rearranges the foot’s naturally occurring atoms, converting the pain-nuclei into pleasing comfortrons. These words were created by pseudoscientists to convince us you will feel better by using recognizable sounding words. These words sound believable to everybody that isn’t a pseudoscientist as a result of hearing the familiar “-tron”, thus assuming that it is a widely used word. As a result of the general public being brainwashed for many years via advertisement, they turn off their common sense and pretend to be well versed in the language of the, oh-so-complex, pseudoscience.
Hence, the advertisers for the miracle product, “MagnaSoles”, have successfully proven that jargon saves lives and adds credibility to any statement. Advertisement has been successful in their crusade to stop the spread of the heretical knowledge, but has done it in such a transparent way that it is now being cured by common sense. The Onion, in a witty and satirical fashion, successfully captures the lack of intelligence in the world of advertising. Unless, of course, the pseudoscientists say otherwise. Hamleton, George. “Magna Soles. ” The Onion (2007): 32-32. Print.