Content,Argument,andStructure

7/28/2019 Content,Argument,andStructure

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Goal: what you want to achieve

Central idea: what you are going to say in order toachieve your goal

Example:

Goal: To become the CEO

Central idea: To colleagues: To superiors: To subordinates:


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An argument is an effort to justify a particularconclusion.

(Allyson Skene, The Writing Centre, University of Toronto atScarborough.)

Types: Deductive and Inductive


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Goal: To persuade the directors to adopt myproposal for workplace safety

Argument: Major Premise (Given): Workplace needs to be

made safer.

Minor Premise (Since): My proposal will make the

workplace safer.

Conclusion (Therefore): My proposal should be

adopted.


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Goal: To persuade the directors to adopt myproposal for workplace safety

Inductive argument: Given: Accidents have occurred frequently,

medical bills have risen

Since: My proposal will help reduce these

accidents

Therefore: My proposal should be adopted


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Given: (what problem and/or evidence do we agree thatwe have?) That we all agree on this basic problem (ded.)

That we have assembled this body of data (ind.)

Since: (a principle or statement that links thegiven to thetherefore.) Addressing this problem will benefit us (ded.)

These data demonstrate the following trend or principle (ind.)

Therefore: (conclusion or course of action) We should take the following course of action


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GivenWorkplace needs to be made safer (ded.)

Evidence raises concerns aboutworkplace safety (ind.)

Since

My proposal will make the workplace safer

(ded.)My proposal is a correct response to the

evidence (ind.)Therefore My proposal should be adopted

Unless

There are other means of solving the

problem; cost would be too high; accidents

are normal


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Facts and Figures

Examples/Anecdotal Evidence

Appeal to Authority

Appeal to Common Knowledge


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Will my readers or listeners accept my given? If not, what can I do? Insert a prior argument?

Is my since a convincing link between mygiven and therefore? What rebuttal (the unless) can shake your

since? Will more evidence help? Should I qualify my therefore because of

contrary views or because its not certain?


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The Chinese government killed hundreds ofprotestors in 1989

US officials began restricting export of products

that could be used by security forces Restrictions cover mostly low-tech equipment Cisco has been criticized for selling high-tech

equipment to China Critics assert that Cisco is undermining their

efforts They say that Cisco could be enabling abuse One of its marketing brochure praises the

products quality to strengthen police controls


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The company follows all US exportregulations

The companys Chinese marketing strategy isthe same as what it does in other countries

Products are neither good nor bad, their usemakes them so and thats the customers

responsibility If not Cisco, some other company will sell this

product to the Chinese government


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Goal:

Central idea:

Given:

Since:

Therefore:


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INFORMATIVE

Direct approach

Main idea

Main points and evidence

Conclusion

ANALYTICAL

Direct or Indirect approach

Direct approach Recommendation

Rationale

Implementation

Indirect approach

Rationale

Recommendation

Implementation


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INFORMATIVE

Progress in shifting to the

new office Main idea: Shifting is going

according to schedule

Details: Half the facilities haveshifted

Conclusion: Shifting expectedto be completed on time

ANALYTICAL

Progress in shifting to thenew office Problem: Progress in shifting

to the new office takinglonger than estimated

Recommendation: Shiftingplan should be followed

Rationale: Better organizationsaves time

Implementation: A memostressing the need to followthe shifting plan


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One-Sided versus Two-Sided Presentations Comparison of two locations for the new office

Pro-Con versus Con-Pro The preferred location first or the less preferred locationfirst

Deductive versus Inductive

Recommendation followed by evidence or evidencefollowed by recommendation

Ascending versus Descending Most important point (e.g. lower cost) last or first


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Audience Argument/Structure

Interested

SupportiveInformed

One-Sided

Pro-Con

Deductive

Descending

Unengaged

Hostile

Uninformed

Two-Sided

Con-ProInductive

Ascending


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Your company has recently shifted to a moreaccessible location

However, shortage of space has meant smaller

workspaces/cubicles This has resulted in noise intrusion from keyboards The company has recently installed quieter monitors You think membrane keyboards should replace

mechanical ones to improve employee productivity These are available for $30 to $40 each Company has already spent a large amount on

shifting and any new spending may be unwelcome Compose a message likely to get your objective

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Content,Argument,andStructure