Transcript ES2002 Introduction to Argumentation

ES2002 Business Communication
Introduction to Argumentation
In business writing, writers often have to
convince their readers to adopt a certain
course of action or make a particular
decision. In convincing the readers to adopt
the writers’ point of view, it is necessary for
writers to rely on argumentation.
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Outline
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Parts of an argument
Perspectives on argumentation
Types of logical fallacies
Guidelines for persuasive
argumentation
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Claim
Reasoning
Connects the evidence
and the claim.
Evidence
Expressed opinion/
conclusion the
writer wants accepted.
Provides support
for the claim.
An Argument Model
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An example
There has been an increasing use of company telephones for
private calls by staff. During a recent check, a large increase
in the number of local calls was noted. The past few months
have also seen an increase in the company telephone bill
every month. In addition, there have been numerous
complaints from customers who could not get through to our
staff as the phone lines are always busy. As the company
has not experienced business growth or introduced any
changes in business communication, the increase in phone
usage cannot be the result of more calls being made for
company-related matters.
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There has been an
increasing use of
company telephones
for private calls by
staff.
Reasoning
Since the company has not
experienced any business growth or
introduced any changes in business
communication, the increase in
phone usage must be due to more
private calls.
There’s a large increase in the number of local
calls.
There’s an increase in company telephone bill
every month in the last few months.
Customers have complained that lines are always
busy.
The company has not experienced any business
growth or introduced any changes in business
communication.
Claim
Evidence
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Another example
(conclusion to a market research report)
The results of the survey show that ‘Long Distance
Runner’ made a greater impact on the respondents
largely due to its catchy song/jingle. Its appeal was also
wider than that of ‘Tennis Pro’ because it was presented
as a drink that would nourish the whole family.
It can be concluded therefore, that the ‘Long Distance
Runner’ appears to be the more persuasive of the two
commercials and is the one that is most likely to lead to
increased sales.
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Reasoning
Commercials with greater impact
and wider appeal have always
tended to be more persuasive,
leading to increased sales.
Long Distance Runner made
a greater impact on respondents
due to its song and jingle.
Its appeal was wider than that of
Tennis Pro because it was
presented as a drink that would
nourish the whole family.
Long Distance Runner is a
more persuasive commercial
than Tennis Pro and is the
one most likely to lead to
increased sales.
Claim (in the form of a
conclusion logically
derived from
evidence and reasoning)
Evidence (in terms
of summary of key findings)
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Perspectives on argumentation
• Logical
Emphasises the use of valid evidence and sound reasoning
• Dialectical
Focuses primarily on reaching the best conclusion
• Rhetorical
Views arguments as appeals to an audience
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Types of Logical Fallacies
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Hasty generalisation
Non sequitur
Begging the question
False analogy
Either – or fallacy
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Example
It amazes me that most people think
males are superior to females.
ES2002 Business Communication: Introduction to Argumentation
Hasty generalisation
• Insufficient or incomplete
information
• “all”, “always”, “everybody”
etc.
Logical fallacies
Hasty generalisation
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• “It does not follow.”
• 2 parts – opening statement
and ‘logical’ conclusion
Non sequitur
Logical fallacies
Non sequitur
Example
I’m old enough to fight for the
country; therefore I am old enough
to drink.
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Example
Since Nokia XXX is the best
handphone on the market, the
company should accept trade-in of
old models.
ES2002 Business Communication: Introduction to Argumentation
Begging the question
• Similar to non sequitur
• As though an arguable
proposition was agreed upon
Logical fallacies
Begging the question
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• Oversimplifies complex ideas with
analogies
False analogy
Logical fallacies
False analogy
Example
Stages of childhood = Roses and their thorns.
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• Only 2 alternatives count
Example
The choice is between the clean, inexpensive
nuclear energy and the dirty, expensive
fossil fuels.
ES2002 Business Communication: Introduction to Argumentation
Either – or fallacy
Logical fallacies
Either – or fallacy
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What is most important:
The ability to identify
“loopholes in reasoning”
– INFORMED SKEPTICISM
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Guidelines for Persuasive
Argumentation
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Don’t argue matter of taste
Don’t preach to the converted
Project a credible image
Anticipate objections early
Support your claims with evidence
Provide a clear conclusion
Avoid logical fallacies
Review your writing with a critical eye –
practise informed skepticism
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