A 1987 article by Stephen M. Epstein analyzes the rhetorical structure of Erich von Däniken's bestselling 1968 book, Chariots of the Gods?. Von Däniken, a former hotel manager, argues that extraterrestrial visitors shaped human history, a theory that has sold over 25 million copies globally. The article critiques his methodology, highlighting the Palenque sarcophagus lid as a key example.

While Von Däniken interprets the carving of Maya ruler Pakal as an ancient astronaut, scholars identify it as a depiction of the ruler falling into the underworld. The author argues that Von Däniken relies on "argument by assertion" and logical fallacies rather than evidence. This analysis matters because it equips non-specialists to evaluate popular archaeological literature.

It demonstrates how easily complex cultural history can be distorted for mass consumption. Archaeologists and historians are most affected by the public's preference for sensational theories over scientific consensus, undermining academic credibility and public understanding of ancient civilizations.