Persuasive Writing

Week Two:
Strategies for Argument
• Last week we covered:
– Why we argue
– Things to consider when making an argument
– How media can influence argument
– The Stages of the Writing Process

This week we will cover:

- Understanding the 3 modes of persuasion: ethos,
logos and pathos
- Recognizing Logical Fallacies, Inductive and
Deductive Reasoning and the Toulmin Method of
argumentation.
 During this week, keep in mind….

• The strategies we will talk about in this

chapter are choices that writers make.

The purpose of your argument (to

dominate, inquire, assert or negotiate
differences), will be the driving force
behind your strategy.
 Who was Aristotle?
• Greek philosopher; Lived during 384-322
BCE
• Important figure in Western philosophy
• He wrote about many subjects, including
logic and rhetoric
 Why should we care about
Aristotle?
• One of our goals of persuasive writing is to
persuade our audience that our ideas are
valid.
• Aristotle said we can persuade people in
three ways: ethos, logos and pathos.
 Ethos:
• The disposition, character or fundamental
values peculiar to a specific person,
people, culture or movement.
(Dictionary.com)

In other words....the best way to sound

ethical in an argument is to BE ethical.
 How do we examine a writer’s
ethos?
1. What group does the writer identify with?
2. What is the “tone” or sound of the writing?
3. Is the evidence the writer uses complete?
4. Are the writer’s values the same as yours?
• Discussion 2.1: See Discussion
question on Blackboard and respond:

• Read the article posted on this library blog,

Why Internet Sources are not as Reliable as Many Assume.

• What is your opinion of this article, keeping in mind the author’s

ethos?
• Whom is the writer trying to identify with?
• Is the evidence complete?
 Logos
• A mode of persuasion that relies more
heavily on fact and reason as opposed to
emotion.
• This can be employed by supporting
claims, drawing conclusions, and avoiding
logical fallacies.

So what can we use as evidence to

support our claims?
 4 Common Kinds of Evidence
• Facts as Evidence
• Personal Experience as Evidence
• Authority as Evidence
• Values as Evidence

• Sometimes presenting evidence in visual form can be

just as effective as presenting it in text.
• Discussion 2.2: See Discussion
question on Blackboard and respond:

• Think about using evidence as a means to state your claims.

What kind of evidence (facts, personal experience, authority or
values) appeals to you as a audience member? What doesn’t
appeal to you?

You should keep these thoughts in mind when composing your essays!
 Logical arguments can be done in
these arrangements:
1. - Inductive Reasoning
- Deductive Reasoning

2. The Toulmin Model (informal logic)

* We will also be talking about these arguments next week.

 Inductive Reasoning
• Drawing conclusions based on specific
evidence.

Fact + Fact + Fact + Fact

=
Conclusion
 Deductive Reasoning
• Drawing conclusions based on
fundamental truth, right or value.

• A premise is a belief that is assumed to be

true.
– Premises in your writing should be general
enough so your audience will accept it.
– Premises in your writing should be specific
enough for the argument that will follow.
 Syllogism
• A pattern of deductive reasoning that
contains a three-part argument (major
premise, minor premise, conclusion).

All people have hearts.

John is a person.

John is a person; therefore, he has a heart.

 Syllogism
• An “Enthymeme” is a form of syllogism
that only consists of two parts, because
one is implied.
I should close the windows because the sky is getting darker.

Dark skies indicate rain.

The sky is
getting darker.

Conclusion: It will probably rain, and I should close the windows.

• Some writers feel too limited when using
formal logic and syllogism, so they might
use another, more practical strategy called
the Toulmin Method.

• What is it?
 The Toulmin Method
Developed by British philosopher Stephen Toulmin in the 50s, who
analyzed arguments around the nature of claims.

3 Components:
 Claim (the writer’s statement of belief)
 Data (evidence that supports the claim)
 Warrant (statement that establishes a trustworthy
relationship between the data and the claim.
 The Toulmin Method
Claim: Raymond is probably an American citizen.

Claims chosen
should support Data: Raymond was born in
the writing Puerto Rico.
situation!

Warrant: Anyone born in Puerto Rico is entitled to

American citizenship.

Warrants are
generalizations and might
not always provide a solid
base for arguments.
• Inductive and Deductive reasoning can
enhance an argument, but it must be done
well so you avoid errors in argument, or
rhetorical fallacies.

• Rhetorical fallacies can be a red flag to

your audience that your argument is not
trustworthy or that you are jumping to
conclusions!
Most Common Rhetorical Fallacies
• Attacking the character of Opponents (Ad hominem):
using personal attacks on opponents while ignoring what they have
to say.

• Jumping to Conclusions: Drawing upon a conclusion

without enough supportive evidence.

• The Slippery Slope: When an argument asserts that “one step

will lead to another step.”
Discussion 2.3 : See Discussion question on
Blackboard and respond:
• Go to the following site on the San Jose State University
Website.
– http://www.sjsu.edu/depts/itl/graphics/adhom/appeal-q.html#5b

Answer the five questions on logical fallacies and see how you do.

Discuss the following:

6) How did you do on the quiz?
7) Were there any fallacies that had you confused or surprised
you?
8) What fallacy is most common in your line of work or in writing
you come across?
• So…we’ve talked about ethos and logos.
The third way Aristotle said we can
persuade people is using pathos.
 Pathos
• Appealing to the readers’ emotion.
• This method doesn’t work well in all
arguments because emotions are complex
and can be in a huge range.
Discussion 2.4: See Discussion question on
Blackboard and respond:

Last week we talked about thesis statements and how they

are the driving force behind your essay. This week we
talked about writing strategies.

By the end of next week (week 3), you should have a solid
idea of your essay topic, as well as your thesis
statement.
Take a look at the thesis articles under the “Course
Documents” folder and post a possible working thesis
to this forum (Do not worry about this post being 100
words. You should just post your thesis and your
classmates will provide comments or feedback).
This can change as your essay evolves, but at the very
least it will get you thinking about it.
 Great job!
• Great job on completing the work this
week! Remember to stay on task with
your readings and discussions.
• Contact me if you need help or have
questions.
• jamzak30@gmail.com, 920-606-0886