Logical Fallacies, Part 8: Red Herring

When writers choose an unrelated point to distract readers from the real issue, they are committing the logical fallacy of a red herring . If you’ve ever heard or said, “You always disagree with me,” you’ve experienced a red herring. The term originates from the use of smoked herring to distract hunting dogs following a scent trail. Example:

Cicero Architectural & Engineering Consulting promises a profitable year. We have heard such claims before—from the likes of Fashion First Textiles and Medusa Boutiques—both of which yielded disappointing results in their first year after emerging from bankruptcy.

The textile and boutique businesses could not be more unrelated to an architectural and engineering firm. In addition, Cicero Consulting was not emerging from bankruptcy. By raising this irrelevant issue, the writer hopes to scores points in discrediting Cicero’s claim. Educated readers quickly detect this flaw.


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Logical Fallacies, Part 7: Non Sequitur

The non sequitur is closely related to the post hoc argument. The non sequitur (Latin for “it does not follow”) occurs when the writer incorrectly links two events or draws a conclusion that contradicts its premise. We also use the term non sequitur to refer to nonsensical statements in general. Example:

Sensation’s sales force needs to be more aggressive in territories the company recently entered. How ironic, then, that Sensation has enjoyed a six-year track record of uninterrupted growth.

In the framework of this sentence, past results have nothing to do with current plans in a new area of business. In fact, the company might have enjoyed six years of uninterrupted growth precisely because it takes aggressive positions in new territories.


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Logical Fallacies, Part 6: Post Hoc Reasoning

The term post hoc reasoning comes from the Latin phrase post hoc, ergo propter hoc (after this, therefore because of this). The writer incorrectly assumes that one event caused another just because the first event preceded the second event. Example:

The Firm lost $1.5 million in assets last fiscal year. Undeniably, management lost its resolve to stem operating losses after CEO Mitchell’s retirement.

Perhaps the CEO’s retirement did have an effect on the company’s losses; however, the absoluteness of the claim defies clear thinking.


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Logical Fallacies, Part 5: Equivocation

An equivocation is the use of different meanings of the same word to argue that the word means the same in each instance. Example:

We understand that runoff from Kennedy Park into the Raritan River is of great community concern; however, the runoff between the mayoral cadidates seems to generate little local interest.

Obviously, the environmental and political meanings of runoff are vastly different, so this comment would be met with skepticism or derision.


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