1. Argumentation and Persuasive Rhetoric

2. How to Craft an Argument
Toulmin (tool-men) Model
Claim: your central point, main idea, thesis—the thing
you are trying to prove to be correct in your argument.
Grounds: Facts, data, evidence, research
Warrant: Acknowledgement of assumption that makes
argument valid; shows why evidence connects; what
warrants/justifies evidence; provides more proof
What is this student trying to prove?
What evidence does she use to support her claim?
How does she explain how her evidence supports her claim?

3. Pieces of an Effective Argument
A Claim- a clear statement of a position on an issue
Eating at McDonald’s is unhealthy, and parents should not let their children eat there.
Support- uphold the claim in the form of reasons and evidence that include three elements:
Grounds: Evidence- Eating at McDonald’s
creates obesity. 58% of American children are obese, and it has caused healthcare costs to skyrocket.
Warrant: Connection to evidence and your argument; what makes it warranted/justified- All people who are obese have health issues.

4. Pieces of an Effective Argument
Counter Arguments- Presents, anticipates, and refutes opposing views; shows why other opinions are wrong
Some say that eating at fast food establishments in moderation does not lead to obesity, but the food itself is full of preservatives, fats, and additives which are unhealthy and lead to greater healthcare costs.
Logic- A sound, logical argument and effective language
Conclusion- sums up the reason and call for action
As shown, fast food is a large contributor to the obesity problem in America; the government must ensure the health of its citizens by outlawing unhealthy, fast food.

5. What is RHETORIC?

6. Persuasive Rhetoric Is….
The art of using language to argue and convince others to adopt a position or act in a certain way.

7. 3 Basic Persuasive Techniques
Logos-
Appeals to the Logic- Facts and data
Pathos-
Appeals to the Emotions
Ethos-
Appeals to Credibility of speaker or Moral character of audience

8. Logos- Is it Logical?
The appeal to the BRAIN using LOGIC, FACTS, and DATA Information to support the persuasive claim.

9. Ethos- Is it credible?
Appealing to the values, moral standards, and credibility of the person who is trying to gain respect and trust from the audience.

10. Pathos- Is it Emotional?
A majority of arguments in the popular press are heavily dependent on appealing to your emotions.   

11. See if you can figure out the Appeal
Gum
Old Spice
Sarah Mcglaughlin
McDonalds
Dove Commercial
Cheerios
LtaZbwe0WWkcncJTSU

12. Other Rhetorical Devices to Recall...
Rhetorical question: obvious answer –
“Should we be judged on appearance or rather the content of our convictions?”
Antithesis: Contrasting ideas are expressed in a grammatically
balanced statement.
“Give me liberty or give me death”
Repetition: Use of same word or phrase for emphasis
Parallelism: A pattern from line to line

13. Logical Fallacies Errors in Logical Thinking…
Hasty Generalization- A conclusion drawn from too little evidence or from evidence that is biased
Overgeneralization- Statement that is too broad (signal words: all, none, everyone, etc.). Stereotypes fall into this category.

14. Logical Fallacies Name Calling- Personal Attack
Circular Reasoning- Supporting the statement just by repeating the statement in different words
Either/Or- Giving only two options (“You’re either with us or against us!”)

15. What is the ad persuading the audience to do?
Save/rescue a stray dog
What claim is the ad making?
Rescuing a dog can make you, overall, healthier.
How does it support the claim?
Have to exercise, additional emotional benefits, inexpensive, moral aspect (save dog from death)
What is the implied warrant of the ad?
All people want to be healthy.
Is the ad effective?