unit 8

Text Argument and Persuasion

Analysis Have you ever tried to count the number of persuasive messages you see and
Workshop hear each day? Letters to the editor, billboards, slogans on the back of your cereal
box—persuasive messages are everywhere. In this workshop, you will learn
how to analyze the arguments at the heart of these messages and recognize the
techniques that are used to persuade you. Armed with this knowledge, you can
make up your own mind about messages and ideas that matter.

Part 1: What Is an Argument?

Included in this workshop: When you hear the word argument, you might think of a fight between
RI 4 Determine the meaning
of words and phrases as they two people, complete with differences of opinion, angry shouting, and
are used in a text; analyze the hurt feelings. In formal speaking and writing, however, an argument is not
impact of word choice.
RI 5 Analyze the structure an emotional. It is a claim supported by reasons and evidence.
author uses to organize a text.
RI 8 Trace and evaluate the A claim is a writer’s position on a problem or an issue. A claim might be
argument and specific claims
in a text, assessing whether the stated directly, as in this example: “Crunchy Puffs are an important part of a
reasoning is sound.
nutritious breakfast.” Sometimes a writer’s claim is implied, as in this slogan:
“Juan for Student Council—Let the Good Times Roll.” The slogan suggests
that if Juan is elected, everyone at school will have more fun.
The strength of an argument depends not on the claim but on the
support, or the reasons and evidence that are used to prove the claim. It is
important to evaluate the adequacy, accuracy, and appropriateness of the
evidence, which can include facts, statistics, and examples.
Look closely at the elements of an argument in this example.

claim
All students in the United States 3PANISH
should learn a foreign language.

Reason 1 Reason 2 Reason 3

Students in other countries Studying a language helps Knowing other languages is
learn foreign languages. students excel in school. important in business.

Evidence Evidence Evidence

In a study of 20 countries, One study found that Companies are often
17 countries required all students who took foreign international; employees
students to learn at least languages had higher must be able to
one foreign language. grade point averages than communicate with customers
those who didn’t. and with each other.

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 model: the elements of an argument
A policy speech is a speech that recommends a plan of action or a set
of guidelines or rules to address an issue. It often contains the same
elements as a written argument. In the following excerpt from a policy
speech, Melinda Gates makes a claim about malaria, a disease that
affects many children in Africa. As you read her speech, try to identify
her claim. What is she urging her audience to do or believe? What
reasons and evidence help her make her case?

from
Malaria Forum
Speech by Melinda French Gates

No child should die from malaria. No Close Read

child. And the only way to end death from 1. Reread lines 1–7. What
malaria is to end malaria. is Gates’s claim about
It’s fair to ask how is such a thing malaria?
5 possible? Is such a thing possible?
Here’s how we see it. To eradicate malaria, you have to end 2. In the boxed paragraph,
transmission—and there are multiple points where you can intervene. Gates explains that one
Reduce the number of infected mosquitoes. Keep mosquitoes from can interrupt the spread
of malaria at multiple
biting people. Keep people who are bitten from getting infected. Keep
points. What evidence
10 people who are infected from transmitting malaria back to mosquitoes. does she give to support
Those are the intervention points. If we could find a tool that was one this statement?
hundred percentText effective, and if we could
not available implement
for online use. it completely at
any one of these points,refer
Please we would break
to your thetextbook.
print cycle of transmission and
eradicate the disease.
15 This is just not possible today with the huge numbers of cases 3. In the last paragraph,
and the current tools. But it is possible—using the tools we have Gates explains why
today, and addressing all the steps in a multi-pronged approach—to taking a multi-pronged
approach would support
dramatically drive down the number of cases. Then, if we make
her claim. In your own
the cases few enough, and the map of malaria small enough, we words, summarize this
20 could—theoretically—with a new vaccine, or a new medicine, or a approach. Does she give
new insecticide—identify and target one step in this cycle, totally stop evidence to support it?
transmission, and end the disease.

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 Part 2: Persuasive Techniques and Rhetorical Fallacies
A writer will often use persuasive techniques, or methods intended to
encourage you to accept his or her argument. Persuasive techniques
use language to stir up people’s emotions. The following appeals can be
effective, but they are often used to disguise flaws in a weak argument.

Persuasive Technique Definition Example

Bandwagon Appeal Suggests that a person “See the movie that

should believe or do everybody’s talking about!”
something because
“everyone else” does it

Testimonial Relies on endorsements “As an Olympic athlete, I

from well-known people or need a lot of energy. That’s
satisfied customers why I drink Quench-Ade.”

Appeal to Pity, Fear, or Uses strong feelings rather “Won’t you give
Vanity than facts to persuade this abandoned
puppy a home?”

Loaded Language Uses words with strongly “Start your day with
positive or negative Morning Glory’s
connotations -ORNING
refreshing, 'LORY

all-natural juice.”

In some cases, writers and speakers may use false or misleading statements
known as rhetorical fallacies to persuade you to agree with them. Two
examples of rhetorical fallacies are shown in the following chart.

Type of Fallacy Definition Example

Ad hominem Attempts to discredit an idea “My opponent cannot be

by attacking the person’s trusted: Elect him, and city
character rather than his or violence will surely increase.”
her argument

Stereotyping Makes a broad statement “All musicians think the

about people on the basis of same way.”
their gender, ethnicity, race, or
political, social, professional,
or religious group

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 Text Analysis Workshop

model 1: persuasion in text

The author of this editorial argues that playing video games can have
some significant harmful effects. What techniques does the author
use to persuade you to adopt his position?

from

Break the Addiction! Editorial by Ethan Flemming

Hours disappear, and you don’t notice. You spend all your money Close Read
buying more. You think it’s an effective way to relieve stress but you end 1. What emotion is the
up cutting yourself off from family, friends, and reality. author appealing to in
this editorial? Explain
What started in living rooms across the country as a few hours here how the author might
5 and there has become an alarming widespread problem—a population want readers to react to
addicted to video games. In fact, the average eighth-grade boy spends 23 his message.
hours a week playing video games, while the average eighth-grade girl 2. One example of loaded
spends 12 hours. language is boxed.
You may think that video games are just harmless fun, but studies What bias might the
10 tell a more disturbing story. Some studies have concluded that excessive author be revealing
with this word? Find
playing can decrease attention spans, dull imaginations, and create
two more examples of
serious social problems. At least 60 percent of games are violent, and loaded language.
most teenagers cite those as their favorites. Repeatedly seeing violent
situations unfold on a TV screen can take its toll. After all, such games
15 glamorize violent behavior and paint an unrealistic picture of the world.

model 2: persuasion in advertising

If you’ve turned on the television or skimmed a magazine recently, you
know that persuasive techniques are used to sell all kinds of products,
from soap to video games. What techniques do you notice in this ad?

Raging typhoons—
Venomous snakes— Close Read
Bloodthirsty pirates—
1. Explain how this ad tries
to appeal to your vanity.
Are YOU tough enough to take on the elements—and survive?
2. Does this ad contain
any rhetorical fallacies?
Why or why not?

Don’t miss the most exciting video game to hit the stores
this year—the one that everybody’s talking about!

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 Part 3: Analyze the Text
In this essay, British scientist Jane Goodall shares her outlook on the
future of the earth. Originally famous for studying the behaviors of
chimpanzees in Africa, Goodall now travels around the world, speaking
to people about the importance of protecting the environment. Read
Goodall’s essay, and then examine the public service ad that follows.
What argument does each text present? What techniques does each
use to persuade you?

The
Promise Nonfiction article by Jane Goodall

As we begin the 21st century, it is easy to be overwhelmed by feelings Close Read

of hopelessness. We humans have destroyed the balance of nature: forests 1. Reread the first
are being destroyed, deserts are spreading, there is terrible pollution and paragraph. What is
poisoning of air, earth, water. Climate is changing, people are starving. Goodall’s claim?
5 There are too many humans in some parts of the world, overconsumption
in others. There is human cruelty to “man” and “beast” alike; there is 2. In the boxed examples
violence and war. Yet I do have hope. Let me share my four reasons. of loaded language,
Firstly, we have at last begun to understand and face up to the Goodall uses negative
problems that threaten the survival of the earth. And we are problem- words to describe the
10 solving creatures. Our amazing brains have created modern technology, world’s problems.
However, she also uses
much of which has greatly benefited millions of people around the
positive words to explain
globe. Sadly, along with our tendency to overreproduce, it has also why she still has hope.
resulted in massive destruction and pollution of the natural world. But Find four examples.
can we not use our awesome problem-solving ability to now find more
15 environmentally friendly ways to conduct our business? Good news—it’s
already happening as hundreds of industries and businesses adopt new
“green” ethics.1 And we must play our part—in our billions we must
adopt less-harmful lifestyles. Refuse to buy products from companies, 3. Goodall’s first reason
corporations, that do not conform to new environmental standards. We for hope is that humans
20 can change the world. have already begun
Second, nature is amazingly resilient.2 Given the chance, poisoned to solve some of the
problems affecting our
rivers can live again. Deforested land can be coaxed—or left—to environment. What
blossom again. Animal species, on the verge of extinction, can evidence does she give
sometimes be bred and saved from a few individuals. to back up this reason?
1. “green” ethics: rules and guidelines that require businesses to use resources, machines, and
procedures that are not harmful to the environment.
2. resilient: flexible.

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 Text Analysis Workshop

25 My third reason for hope lies in the tremendous energy, enthusiasm, Close Read
and commitment of young people around the world. Young people want 4. Summarize the other
to fight to right the wrongs, for it will be their world tomorrow—they will reasons that Goodall
be the ones in leadership positions, and they themselves will be parents. . . . gives to support her
claim.
My fourth reason for hope lies in the indomitable3 nature of the
30 human spirit. There are so many people who have dreamed seemingly
unattainable dreams and, because they never gave up, achieved their
goals against all the odds, or blazed a path along which others could
follow.
So let us move into the next millennium with hope—with faith in
35 ourselves, in our intelligence, in our indomitable spirit. Let us develop
respect for all living things. Let us try to replace violence and intolerance
with understanding and compassion and love.
3. indomitable: incapable of being defeated; unconquerable.

Close Read
1. Examine the text and
the photographs at the
top of this ad. What
emotional appeal is

I T! being used?

N ’ T BUY 2. Which words could

WE D O be considered loaded
language?

3. What claim is being

made in this ad? (Think
about what the ad is
trying to convince you
to do.)

WANT TO SAVE THE EARTH?

BUY “GREEN.”
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