Preparing a persuasive argument

Prepare convincing argument Ensure your claim is very clear Support your claim with evidence

Claim – Data – Warrant model

Claim (argument) “You should buy our new facial cream no wrinkles.”

Data (evidence to support claim) facts statistics expert opinions examples comparisons contrasts

Example of data “Independent studies show that 85% of those people who regularly use our product have wrinkle-free faces.”

Warrant (link b/w claim and data) Answers the question: how (or why) do the data support the claim? Example: People want wrinkle-free faces. Note: warrant not necessarily stated

Further argumentation elements: qualifier and rebuttal Source: http://owlet.letu.edu/contenthtml/research/toulmin.html

Qualifier: statement about claim’s strength Unqualified claim: “Stains on teeth are caused by drinking coffee.”  there may be other causes as well – use qualifier Qualified claim: “Drinking coffee is the most significant cause of stained teeth.” Source: http://owlet.letu.edu/contenthtml/research/toulmin.html

Rebuttal: exception to your claim “Coffee is the major cause of stained teeth except for those coffee drinkers who drink the special non-teeth staining coffee.” Source: http://owlet.letu.edu/contenthtml/research/toulmin.html

Prepare convincing argument Ensure your claim is very clear Support your claim with evidence Stress positive benefits, opportunities Present both sides of argument if needed Remember pathos (appeal to emotions) Exploit persuasive pattern (next slide)

Persuasive pattern Attention Problem Solution Action

of your recommendation Persuasive pattern Outline options Arouse interest Show the need Suggest action Convince of importance Attention Problem Solution Action Show you understand audience position Point out benefits of your recommendation Relate to audience