
The mushroom cloud from the Grable test of 1953 (15 kiloton). In making the case for attacking Iraq, President Bush and various members of his administration made use of a metaphor developed by his chief speechwriter Michael Gerson: "the smoking gun that could come in the form of a mushroom cloud." Using this metaphor, the administration introduced powerfully vivid imagery that persuaded many Americans of the correctness of its views with regard to Iraq. Yet, since the image was not part of any logical or verifiable argument, it is a clear example of the use of misleading vividness. Photo courtesy U.S. House of Representatives.
Rhetorical fallacies are often defined as errors in reasoning. Most of them actually are errors of reasoning. Members of that class are easily recognized once we understand them. But rhetorical fallacies that exploit flaws in the human ability to reason often escape detection even after we know how they work. The fallacy known as Misleading Vividness is one of these.
Here's an example: "I wouldn't take a customer to lunch there if I were you. Remember when Grant was hospitalized? I heard that he got sick from the sour cream on their baked potatoes."
Admittedly this "argument" contains errors of reasoning, but its power comes from its vividness: we know that restaurant, we know Grant, we've been to hospitals, and we know the taste of baked potatoes and sour cream. Grant's co-workers can easily imagine the scene.
We humans evaluate the soundness of arguments, in part, in terms of the ease of imagining their elements. If the elements are especially vivid, we're more likely to process the argument heuristically, rather than systematically or analytically. When we do, logical errors are more likely.
When we think, we usually use both heuristics and logic, with each process influencing the other. Those who employ the misleading vividness rhetorical fallacy are often trying to tilt us toward heuristics, away from reason. When they succeed, we're more likely to accept unproven conclusions.
This phenomenon explains, in part, why advertisers use celebrity endorsers. They're trying to trigger heuristic thinking by relying on the good feelings we have for the celebrities. It also explains why politicians so often employ scare tactics. They conjure vivid, scary images that cause some of us to think more heuristically.
When we make decisions at work, we have to be more careful. Here are three indicators of the use of misleading vividness in workplace debate.
- Sensory breadth
- Messages that invoke more senses are experienced as being more vivid. The more direct the invocation, the more vivid the message. The story about the baked potato would have greater impact when told while baked potatoes were being served.
- Sensory breadth We humans evaluate the soundness
of arguments, in part, in terms
of the ease of imagining
their elementsmight be necessary as part of a discussion about, say, a dinner menu while planning a conference. Sensory breadth that isn't required as part of the task at hand could indicate the use of misleading vividness. - Overly detailed examples
- Although counterexamples can disprove general claims, examples rarely prove claims. They're useful illustrations — nothing more.
- When examples offered as illustration contain powerful imagery that can invoke strong emotions, they could be instances of misleading vividness.
- Personal stories
- Clarifying stories can be helpful. When stories are personal, first person or not, they can evoke strong feelings.
- Personal stories that evoke emotions are especially vivid. When listeners relive the experience of the story, or similar experiences, misleading vividness is a strong possibility.
Watch for vividness in your discussions. What is its impact? Is it always helpful? Top
Next Issue
Do you spend your days scurrying from meeting to meeting? Do you ever wonder if all these meetings are really necessary? (They aren't) Or whether there isn't some better way to get this work done? (There is) Read 101 Tips for Effective Meetings to learn how to make meetings much more productive and less stressful — and a lot more rare. Order Now!
Your comments are welcome
Would you like to see your comments posted here? rbrenDJpmhgyaDTwBQXkhner@ChacmGoYuzfZpOvDQdRkoCanyon.comSend me your comments by email, or by Web form.About Point Lookout
Thank you for reading this article. I hope you enjoyed it and
found it useful, and that you'll consider recommending it to a friend.
This article in its entirety was written by a human being. No machine intelligence was involved in any way.
Point Lookout is a free weekly email newsletter. Browse the archive of past issues. Subscribe for free.
Support Point Lookout by joining the Friends of Point Lookout, as an individual or as an organization.
Do you face a complex interpersonal situation? Send it in, anonymously if you like, and I'll give you my two cents.
Related articles
More articles on Effective Meetings:
Agenda Despots: I
- Many of us abhor meetings. Words like boring, silly, and waste come to mind. But for some meeting chairs,
meetings aren't boring at all, because they fear losing control of the agenda. To maintain control,
they use the techniques of the Agenda Despots.
Exasperation Generators: Opaque Metaphors
- Most people don't mind going to meetings. They don't even mind coming back from them. It's being
in meetings that can be so exasperating. What can we do about this?
Why People Hijack Meetings
- When as chair of a meeting, you have difficulty completing a reasonable agenda, you might be the target
of a hijacking. Here's Part I of a series exploring meeting hijacking.
Chronic Peer Interrupters: III
- People who habitually interrupt others in meetings must be fairly common, because I'm often asked about
what to do about them. And you can find lots of tips on the Web, too. Some tips work well, some generally
don't. Here are my thoughts about four more.
The Major Annoyance of Mini-Digressions
- Digressions are expensive. They limit progress in meetings. They're most noticeable when they deflect
the entire meeting from its stated purpose. There is another kind of digression that's less noticeable,
more common, and just as costly.
See also Effective Meetings and Effective Meetings for more related articles.
Forthcoming issues of Point Lookout
Coming May 14: Working with the Overconfident
- A cognitive bias known as the Overconfidence Effect causes us to overestimate the reliability of our judgments. Decisions we make based on those judgments are therefore suspect. But there are steps we can take to make our confidence levels more realistic, and thus make our decisions more reliable. Available here and by RSS on May 14.
And on May 21: Mismanaging Project Managers
- Most organizations hold project managers accountable for project performance. But they don't grant those project managers control of needed resources. Nor do they hold project sponsors or other senior managers accountable for the consequences of their actions when they interfere with project work. Here's a catalog of behaviors worth looking at. Available here and by RSS on May 21.
Coaching services
I offer email and telephone coaching at both corporate and individual rates. Contact Rick for details at rbrenDJpmhgyaDTwBQXkhner@ChacmGoYuzfZpOvDQdRkoCanyon.com or (650) 787-6475, or toll-free in the continental US at (866) 378-5470.
Get the ebook!
Past issues of Point Lookout are available in six ebooks:
- Get 2001-2 in Geese Don't Land on Twigs (PDF, )
- Get 2003-4 in Why Dogs Wag (PDF, )
- Get 2005-6 in Loopy Things We Do (PDF, )
- Get 2007-8 in Things We Believe That Maybe Aren't So True (PDF, )
- Get 2009-10 in The Questions Not Asked (PDF, )
- Get all of the first twelve years (2001-2012) in The Collected Issues of Point Lookout (PDF, )
Are you a writer, editor or publisher on deadline? Are you looking for an article that will get people talking and get compliments flying your way? You can have 500-1000 words in your inbox in one hour. License any article from this Web site. More info
Follow Rick
Recommend this issue to a friend
Send an email message to a friend
rbrenDJpmhgyaDTwBQXkhner@ChacmGoYuzfZpOvDQdRkoCanyon.comSend a message to Rick
A Tip A Day feed
Point Lookout weekly feed
