The main argument. Should be easily identifiable and clear to the reader.
A clearly expressed or observable message, especially in advertising.
A message that is not directly expressed, but rather implied, and nonetheless understood either consciously or unconsciously (often used in advertising). Ex: A perfume ad showing attractive people.
A speech that explains a problem and proposes a solution. In a policy speech, look for the central argument. Look for a clear statement of the problem and evidence that supports a proposed solution. It should be supported by facts, quotes, statistics, and examples.
Argument By Analogy Argument By Authority Argument By Cause and Effect
Informal? Formal? Words and facial expressions will help to determine this. Think about your audience to decide level of formality. Examples: Informal: I love your cooking show! It would be awesome if you could send me some of your recipes! Formal: I have always enjoyed cooking. I watch your show to learn new recipes and to learn cooking techniques. I would appreciate it if you could share some of your recipes with me.