Keys to a Sound Argument If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words. –MARCUS TULLIUS CICERO

Argument “Everything we say or do presents some kind of argument, takes some kind of position” (82). “A genre of writing that uses reasons and evidence to support a claim or position and, sometimes, to persuade an audience to accept that position” (489).

The Architecture of Argument YOUR POSITION THE OPPOSITION

The Architecture of Argument THE OPPOSITION YOUR POSITION

The Architecture of Argument YOUR POSITION THE OPPOSITION REASON

The Architecture of Argument THE OPPOSITION REASON YOUR POSITION

The Architecture of Argument YOUR POSITION THE OPPOSITION REASON EVIDENCE

Key Features A clear and arguable position—a position must be arguable and have at least two sides or points of view. You must argue something that is plausible, reasonable, supportable, and worthy of being taken seriously.

Proof Thesis—a claim or statement of the writer’s position or main point Qualify your thesis: Can it be true in some cases? Can it be true at some times? Can it be true for some groups or people? Can it be true under certain circumstances?

Key Features Necessary background information—sometimes there is additional information that must be presented so the reader can fully understand the argument Good reasons—a position itself cannot make an argument; the argument comes from the reasons provided to back up the argument

Key Features Convincing support/evidence—in order for your argument to be fully understood, you must provide support for your reasons. Support can include: facts, statistics, expert testimony, anecdotal evidence, case studies, textual evidence, etc.

Proof Come up with good reasons? Why is this true? How can we prove it? Develop support: Facts Statistics Scenarios Expert testimony Textual evidence Case studies or observations Anecdotal evidence

Key Features Appeals to the readers values—appeals try to reach the reader on three possible levels. Emotional appeal—soliciting (playing to) emotions in people using such emotions as fear, rage, hope, vanity, etc. Logical appeal—establishing truths, opinions from experts, expert testimony, primary sources, statistics, personal experiences, etc. Ethical appeal—this is the image portrayed of the writer; the writer sounds fair minded, pleasant, objective, etc.

Key Features A trustworthy tone—the perception the audience has of the writer (or presenter); it is how we sound to the audience. You win the audience by sounding like you know what you are talking about.

Key Features Careful consideration of other positions—there will always be people who disagree with your position. We need to consider those positions and acknowledge those views and opinions, and if possible refute them in our own arguments. Considering others’ views gives the speaker credibility by making the audience believe that the speaker has considered all possible “parts” to the argument and fully understands the issue.

Acknowledging Other Positions Remember that this goes to your credibility. It appears that you have done the research fully. Acknowledge others by: Conceding doubts, concerns, objections, etc. Refute other positions Is their reasoning flawed? Is their evidence inadequate? Are there short comings? Watch for fallacies

Formatting Beginnings—are important to attract our readers and tell them what is to come. Here is how: Offer background information Define key terms Get the readers’ attention Explain the context for your position State your thesis Forecast your organization Ask a question Give a quote Connect your subject to the audience’s interests

Formatting Ending—these are the last words the reader will see or hear, so you want them to remember your piece. Here is how: Restate your main points Discuss the implications of your argument Refer to the beginning Propose an action Give a quote

Think About Design How will the textual layout influence the reader? Look at: Typeface Headings Lists Graphs Illustrations White Space