Hey what’s up Thinkers! Kathy Gibbens here…
Today we’re talking about a fallacy that’s very similar to the Testimonial, which we discussed in the last episode, but before we do that, let’s take a quick minute to review Part 5 of the Manipulation mini-series we did earlier this season called Repetition. Before I tell you, hit pause real quick and see if you can remember the definition of the Repetition tactic!
Repetition is the act of repeating a message loudly and very often in the hopes that you will believe it. The more you tell a certain story, the more believable it becomes. We could even say that repetition is a Propaganda tactic b/c it helps people buy into a message or belief.
If you want to review or hear more about this fallacy, go back & check out Episode 50.
Ok, let’s dive into today’s Fallacy, the Plain Folks Fallacy, or as it’s sometimes called, the Plain Clothes Fallacy. The plain clothes or plain folks fallacy happens when an argument is made to seem more convincing by presenting the speaker as a "common" or "ordinary" person.
You’ve probably seen this in politics. The state I live in has a lot of farmers and ranchers, and when a political candidate wants to appeal to this demographic, they’ll often put on a pair of jeans and cowboy boots, and wear a cowboy hat when they go speak to them. They’re trying to position themselves as if they’re “just like them” to try to make themselves & their positions more appealing. It’s honestly kind of funny - especially when the candidate clearly is NOT a rancher. As the cowboys would say, they’re “all hat and no cattle.”
The problem behind the Plain Folks Fallacy is that it makes the assumption that the average person is more trustworthy or relatable than an expert or authority on the topic. And yes, this is a form of Testimonial Fallacy…just rather than sharing the testimonial of an expert or well-known person, it’s sharing the testimonial of an average person…usually an average person that represents the target audience. The idea is to make it seem like normal people just like you approve of this or like this, so you will too.
Another super common place we see this tactic is in advertising. Companies will often feature "ordinary" people using and praising their product. These advertisements may show people from various age groups, professions, and backgrounds using the product and claiming that it has improved their lives in some way. The goal is to make the product seem more trustworthy and appealing by showing that it is used and recommended by "regular" people like you.
As with the Testimonial Fallacy, we have to remember that oftentimes, these “ordinary” people are paid actors! Just because a product is used and recommended by ordinary-seeming people does not necessarily mean that it is the best or most effective option. It is important to do your own research and consider factors such as the product's price, features, and any potential risks or side effects before making a purchase.
Question to ask yourself when you’re hearing Plain Clothes testimonials is this: “Regardless of who’s recommending this product or service, is it really the best option for me?” *repeat*
Remember: When you learn HOW to think, you will no longer fall prey to those who are trying to tell you what THEY want you to think and it all starts with asking one simple question: “Is that really true?”
