copyright allyn bacon 2004 chapter 17 the structure of persuasion this multimedia product and its...

Copyright © Allyn & Bacon 2004

Chapter 17The Structure of Persuasion

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Steps of an Argument• You make a claim.• You offer evidence.• You show how the evidence

proves the claim.

For a more elaborate discussion of the structure of an argument, see Stephen Toulmin, The Uses of Argument (New York: Cambridge UP, 1974).


Refuting an Argument• State the position you are

refuting.• State your position.• Support your position.• Show how your position

undermines the opposing argument.


Types of Argument


Argument by Example• Are the examples true?• Are the examples relevant?• Are the examples sufficient?• Are the examples representative?


Argument by Analogy• Are the similarities between cases

relevant?• Are any of the differences

relevant?


Argument by Cause• Does a causal relationship exist?• Could the presumed cause

produce the effect?• Could the effect result from other

causes?


Argument by Deduction• Do the premises relate to each

other?• Is the major premise true?• Is the minor premise true?


Argument by Authority• Is the source an expert?• Is the source unbiased?


Fallacies of Argument• Hasty generalization• False analogy• Post hoc ergo propter hoc• Slippery slope• Red herring


Fallacies of Argument cont.

• Appeal to tradition• False dilemma• False authority• Bandwagon• Ad hominem


Requirements of PropositionsPropositions. . .

• Express a judgment.• Are debatable.• Require proof.


Types of Propositions• Propositions of Fact• Propositions of Value• Propositions of Policy


Monroe’s Motivated Sequence• Attention• Need• Satisfaction• Visualization• Action

Raymie E. Mckerrow, Bruce E. Gronbeck, Douglas Ehninger, and Alan H. Monroe, Principles and Types of Speech Communication, 14th ed. (New York: Addison-Longman, 2000) 153-161. See also: Alan H. Monroe, Principles and Types of Speech (Chicago: Scott, 1935).

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