► The conclusion of the experiment was wrong, because of the wrong premises given.
► This experiment is based on the premise, ‘what goes up, must come down’.
► All reptiles are cold-blooded animals.(this is a major premise)
► Snake is a cold-blooded animal. (this is a minor premise)
It can be understood from the above that premise is part of syllogism.
Let’s take a simple example of an enthymeme for the ease of understanding.
► All Christians go to the church on Sundays.(major premise)
► Susan goes to the church on Sundays. (minor premise)
► Susan is a Christian. (Conclusion)
From the above discussion we also understand that enthymeme is persuasive communication. It is an extension of syllogism. A syllogism rests on validity of the premises. Unlike this, an enthymeme, doesn’t always rest on validity. It applies persuasive communication technique, and also applies rhetoric. By rhetoric we understand a statement, which is eloquent and appealing. It has the ability to motivate people to do something. Please take a look at the following example of a rhetoric.
So, by now we know that an enthymeme is a rhetoric statement that purposely leaves the deduction partially unstated. It makes the reader to wear the thinking cap and deduce or assume the unstated facts for himself. One of the many fields where this is used vigorously is in advertising. They are filled with signs, hints, probabilities etc. it uses both sarcasm and humor.
This is a quote from Julius Caeser. From the above quote it is understood that, Brutus was ambitious and honorable. The unstated conclusion can be assumed as all honorable men are ambitious.
We have all seen products reading ‘sugar-free!,’ we all know the harmful effects of sugar. So something which is devoid of sugar is always a welcome choice. Advertisers make use of this. They push the products towards the consumer using the phrase, ‘sugar-free’. They never mention the substitutes of sugar that have been used. These are mentioned on the list of ingredients, but are never pronounced. What if the substituting element is all the more detrimental than sugar? But we are all lured by the ads which say, ‘sugar-free!’ The other example can be of ‘gluten-free’ diet. All products from biscuits to cake mix promote their expensive products as ‘gluten-free’. But is that free?
► “Try something delicious… Live gluten free. The possibilities are endless. – Glutino”
In the above example of Glutino, the advertiser is motivating the consumer to switch to a new product that is delicious and will take one to newer possibilities. We all know that food is necessary for survival, but the relation of food and possibilities is far from truth. Food is a physical attribute, possibilities are abstract. Eating and getting opportunities are way different from each other. But this is enthymeme which is being used to promote products. Hence, effectively used in advertising too. We can locate such kinds of enthymeme examples in all forms of media, including print, television, audio, and the more pervasive, internet media too.