Argument and Persuasion
What
is it?
Arguments
are assertions designed to convince readers to accept an idea, adopt a
solution, or change their opinions.
Writers use reason and facts to support their arguments, often
disproving or disputing conflicting theories or alternative proposals in the
process.
Three
basic appeals:
Logic: reasoned
arguments and evidence that support a point of view or proposed action:
Test results
Statistics
Expert testimony
Eyewitness testimony
Surveys
Emotion: images,
sensations, or shock techniques that lead people to react in a desired manner
by calling on their deeply felt needs and desires:
Creativity
Achievement
Independence
Conformity
Endurance
Fear
Ethics:
combination of reasoning and deeply held convictions that reflect shared
values:
Religion
Patriotism
Standards
Humanitarianism
Note: Effective writers frequently mix factual
details with emotional appeals.
Appealing to Hostile Readers
ü
Openly
admit differences
ü
Address
opposing viewpoints
ü
Avoid
judgmental statements
ü
Stress
shared values, experiences, problems
ü
Ask
readers to maintain an open mind
ü
Overcome
negative stereotypes