ATLANTA

An argumentThree types of argumentation

1. Basic structure2. Practical structure3. Local and global structure

Conclusion / wrap up

ARGUMENTATION

1. AN ARGUMENT

“Information that is offered to make a claim acceptable to the hearer”

– Explicit versus implicit– Logical, coherent link• A + B = C

1. AN ARGUMENT

RationalIrrational

Modern advertising– Fact/logic V.S. myth/pleasure

Types of argumentation1. Basic structure2. Practical structure3. Local and global structure3

1. BASIC STRUCTURE

Deductive logic – syllogismTwo premises and a conclusion

Claim

Warrant

Data

1. BASIC STRUCTURE

Culture and subculture

Statements should always be examined (culture)– Example: Cheap gas

1. BASIC STRUCTURE

2. PRACTICAL ARGUMENTATION

Simplest form of argumentation– Problem and solution

(hedging, discounting, slanting)

Example

Hedging– Adjectival– Sentence adverbs– Scale of certainty – Inference

2. PRACTICAL ARGUMENTATION

“Carlsberg – probably the best beer in the world”

Discounting

When a speaker may refer to, or quote a point that represents the opponent’s view ””

To steal the opponents fire

Puts the speaker in a position to choose the terms

2. PRACTICAL ARGUMENTATION

Slanting

Words that are biased

Confuse the enemy ? ??

2. PRACTICAL INFORMATION

3. LOCAL AND GLOBAL STRUCTURE

Different local cultures and argumentation logic

Use of scales: “X” points towards

conclusion “Y”

CONCLUSION/WRAP UP

Why do we argue?Consider receiver's cultureBasic, practical and local/global structure