The Persuasive Argument

1.   Introduction - Inform the reader/listener about the issue at hand. State the facts that surround the situation.

2.   State your case - Discuss why your way is the best way. Share evidence and expert opinions supporting your position.

3.   Examine and refute the opposition - It is vital that you recognize and discredit opposing views. Look for flaws, loopholes, and reasons to reject other suggestions. If there are positive aspects of the opposing view, point them out, but compare them to the overall benefit of your case.

4.   Reconfirm your position - Now it is time to review the main points of your arguments. Be sure to address any items that may have come while refuting the opposition.

5.   Conclude that your position is superior - Be confident in your closing that your way, is indeed, the only way based upon all the information just provided.

How do we get others to accept our point of view?

§                   by appealing to their reason

§                   by appealing to their emotions

§                   by the appeal of our good character

1) Appealing to Reason:

Remember that an argument is an appeal to a person's sense of reason; it is not a violent fight, dispute, or disagreement.  It is a measured, logical way of trying to persuade others to agree with you.

One critical thing to remember is that there are at least two sides to every issue. If you take the attitude that there is only one side--your side--you will quite likely alienate your reader.

You need, then, to choose one side of an issue clearly in an effort to persuade others. If you're unsure of your own stance, how can you expect other people to assess, understand, and be convinced by your position?

2) Appealing to Emotion:

The logical appeal is certainly an extremely persuasive tool.  However, our human nature also lets us be influenced by our emotions.

One way of evoking emotion in your reader is to use vivid images.

3) Appealing to our good character:

The appeal of your ethics can occur on one or more of the following levels in any giv en argument:

§                   Are you a reasonable person? (That is, are you willing to listen, compromise, and concede points?)

§                   Are you authoritative? (Are you experienced and/or knowledgeable in the field you are arguing in?)

§                   Are you an ethical/moral person (Is what you're arguing for ethically sound/morally right)

§                   Are you concerned for the well-being of your audience? (To what extent will you benefit as a result of arguing from your particular position?)

The ethical appeal is based on the audience's perception of the speaker. Therefore, the audience must trust the speaker in order to accept the arguments. Don't overlook ethical appeal, as it can be the most effective of the three.