1. Copyright © Allyn & Bacon 2004 Chapter 17 The Structure of Persuasion This multimedia product and its contents are protected under copyright law. The following are prohibited by law: Any public performance or display, including transmission of any image over a network; Preparation of any derivative work, including the extraction, in whole or in part, of any images; Any rental, lease, or lending of the program.

2. Copyright © Allyn & Bacon 2004 Steps of an Argument You make a claim. You offer evidence. You show how the evidence proves the claim. For a more elaborate discussion of the structure of an argument, see Stephen Toulmin, The Uses of Argument (New York: Cambridge UP, 1974).

3. Copyright © Allyn & Bacon 2004 Refuting an Argument State the position you are refuting. State your position. Support your position. Show how your position undermines the opposing argument.

4. Copyright © Allyn & Bacon 2004 Types of Argument

5. Copyright © Allyn & Bacon 2004 Argument by Example Are the examples true? Are the examples relevant? Are the examples sufficient? Are the examples representative?

6. Copyright © Allyn & Bacon 2004 Argument by Analogy Are the similarities between cases relevant? Are any of the differences relevant?

7. Copyright © Allyn & Bacon 2004 Argument by Cause Does a causal relationship exist? Could the presumed cause produce the effect? Could the effect result from other causes?

8. Copyright © Allyn & Bacon 2004 Argument by Deduction Do the premises relate to each other? Is the major premise true? Is the minor premise true?

9. Copyright © Allyn & Bacon 2004 Argument by Authority Is the source an expert? Is the source unbiased?

10. Copyright © Allyn & Bacon 2004 Fallacies of Argument Hasty generalization False analogy Post hoc ergo propter hoc Slippery slope Red herring

11. Copyright © Allyn & Bacon 2004 Fallacies of Argument cont. Appeal to tradition False dilemma False authority Bandwagon Ad hominem

12. Copyright © Allyn & Bacon 2004 Requirements of Propositions Propositions... Express a judgment. Are debatable. Require proof.

13. Copyright © Allyn & Bacon 2004 Types of Propositions Propositions of Fact Propositions of Value Propositions of Policy

14. Copyright © Allyn & Bacon 2004 Monroe’s Motivated Sequence Attention Need Satisfaction Visualization Action Raymie E. Mckerrow, Bruce E. Gronbeck, Douglas Ehninger, and Alan H. Monroe, Principles and Types of Speech Communication, 14 th ed. (New York: Addison-Longman, 2000) 153-161. See also: Alan H. Monroe, Principles and Types of Speech (Chicago: Scott, 1935).