1. Argument and Persuasion
“the art of influencing others, through the medium of reasoned discourse, to believe or act as we wish them to believe or act.”

2. The Difference Persuasion introduces ethical and emotional appeals.
Argument gives primary important to logical appeals.
Persuasion introduces ethical and emotional appeals.

3. Persuasion

4. Argument consists of:

5. The Claim (proposition).
Answers the question “What are you trying to prove?” It may appear as the thesis statement
All claims must be supported by data.

6. The Support
Consists of materials used to convince an audience that the claim is sound.

7. Support
Evidence:
consists of data, facts, statistics, and testimony from experts.
Appeals
reasons that move an audience to accept a belief or adopt a course of action.
Logical appeals (Logos)
Emotional appeals (Pathos)
Ethical appeals (Ethos)

8. The Warrant
An inference, assumption, belief or principle that is taken for granted. A guarantee of reliability, it allows the reader to make the connection between the support and the claim.

9. Example Claim: Laws making marijuana illegal should be repealed.
Support: People should have the right to use any substance they wish.
Warrant: No law should prevent citizens from exercising their rights.

10. Other Considerations
Definition: controversial questions are primarily arguments of definition. Terms must be defined before solutions to problems they represent can be formulated.
Language: avoid clichés
Logic: Induction/deduction
Audience: direct message to a specific group
Credibility
Fallacies

11. Fallacies of Logic
“...a type of argument that may seem to be correct but which proves, upon examination, not to be so.”
Irving M. Copi

12. Which Fallacy?
Sam Bernhart doesn't deserve promotion to Personnel Manager.  His divorce was a disgrace, and he's always writing letters to the editor.  The company should find someone more suitable.
Vince Lombardi won two Super Bowls by insisting on perfect execution of plays and enforcing strict disciplinary measures.  We're going to win the conference championship by following the same methods.

13. Which Fallacy?
"Bill's been out almost every night for the last two weeks.  Who is she?" 
"We shouldn't allow a right-wing sympathizer like Mary Dailey to represent us in Congress."
Goodyear advertisement:  "Buy these tires or plan on getting stuck in the snow a lot this winter."

14. The Declaration of Independence pg.215
Claim
Support
Data
Appeals
Warrant
Organization
Audience
Language
Logic
Fallacies

15. Claims of Fact
Assert that a condition has existed, exists or will exist and are based on facts or data that the audience will accept as being verifiable.
The present cocaine epidemic is not unique. From 1885 to the 1920’s, cocaine was widely used as it is today.
Horse racing is the most dangerous sport.

16. Claims of Value
Express approval or disapproval of standard taste or morality.
The opera Tannhauser provides a splendid viewing as well as listening experience.
Ending a patient’s life is absolutely forbidden on moral grounds.

17. Claims of Policy
Assert that specific policies should be instituted as solutions to problems. The expression should, must, or ought to usually appear in the statement.
Prisons should be abolished because they are crime-manufacturing factories.
The Philadelphia Board of Education must include qualified women on the new list of candidates for Chancellor of Education.