Argument is not the loud, assertive, unwavering statement of your opinion in the hopes of conquering the opposition. Argument is the careful consideration of numerous positions and the careful development of logically sound, carefully constructed assertions that, when combined, offer a worthwhile perspective in an ongoing debate. Certainly you want to imagine yourself arguing with others—and certainly you want to believe your ideas have superior qualities to theirs—but the purpose of argument in the college setting is not to solve a practical problem or shut down a conversation. Rather, it’s to illuminate, expand, and further inform a debate happening on a worthwhile subject between reasonable, intelligent people. In other words, calling the opposition stupid is not good argument, it’s an ad hominem attack. For a review of this and other logical fallacies, refer to section 3.7 of this text.

Some of the key tools of argument are the strategies that students are asked to consider when doing a rhetorical analysis. Before beginning an argument of your own, review the basic concepts of rhetorical appeals below. As you plan and draft your own argument, carefully use the following elements of rhetoric to your own advantage.

Rhetorical Appeals

Logos

The use of data, statistical evidence, and sufficient support to establish the practicality and rationality of your claims should be the strongest element of your argument. To have a logically sound argument, you should include:

• A debatable and supportable claim
• Logical reasoning to support your claim
• Sound evidence and examples to justify the reasoning
• Reasonable projections
• Concessions & rebuttals
• Avoid logical fallacies

Ethos

The ethical and well-balanced use of all of the strategies above will help you to present yourself as trustworthy and intelligent in your consideration of the topic and in the development of your argument. This balance should include the use of credible, relevant sources which can be accomplished through research methods utilizing the strategies governing your discipline. Following those strategies will build your credibility as a writer of argument, particularly in the college setting, as you pay attention to the needs of the audience with regard to presentation and style. In college, this means that you have used the style manual (MLA, APA, Chicago, etc.) required for the assignment and appropriate to the audience. In so doing, make certain to cite the sources you have used according to the style manual you are using.

Pathos

The use of examples and language that evoke an appropriate emotional response in your reader—that gets them to care about your topic—can be helpful in argument. For academic essays, pathos may be useful in introductory sections, concluding sections, or as ways to link various parts of the paper together. However, if your argument is based solely or primarily upon emotional appeals, it will be viewed as weak in an academic setting, especially when data or ethical sources can disprove your claims. Therefore, college writing often puts more emphasis on logos and ethos.

Approaches to Argument

A well-structured argument is one that is carefully and optimally planned. It is organized so that the argument has a continuous building of ideas, one upon the other or in concert with the other, in order to produce the most persuasive impact or effect on the reader. For clarity, avoid repeating ideas, reasons, or evidence. Instead, consider how each idea in your argument connects to the others. Should some ideas come before others? Should you build your reasons from simple to complex or from complex to simple? Should you present the counterargument before your reasons? Or, would it make more sense for you to present your reasons and then the concessions and rebuttals? How can you use clear transitional phrases to facilitate reader comprehension of your argument? Consider these questions while constructing and revising your argument.

Simple to Complex/Complex to Simple

Whether structuring a paragraph or a research paper, the simple to complex (or reverse) method can be an effective way to build cohesion throughout your writing. Just as the phrase implies, simple to complex is when a writer introduces a simple concept then builds upon it to heighten interest. Sometimes, the opposite structure works to move the reader through your position. For example, if you choose to write on the topic of pollution as it impacts the world, you might begin with the concept of straws and sea turtles. Your simple topic of sea turtles swallowing straws thrown away might then move to the complex issues of consumption, consumerism and disposal. Conversely, if you begin with the broad, complex topic of consumerism, you could then move to the story of the sea turtles as a way of building pathos in the reader. Whichever method you choose, make sure that the relationship between the topics is logical and clear so that readers find validity in your position.

Cause/Effect

The cause/effect method is a way of establishing a reason, or reasons, why something has occurred. For example, if you live in south Texas, then you understand the problem that mosquitoes cause in the hot, humid summer months. While there is no way to eliminate all mosquitoes, there are ways to minimize their growth in your backyard. If you research the ways in which mosquitoes are born, you would understand the importance of things such as emptying containers of all stagnant water so that they cannot incubate or keeping your grass mowed to eliminate areas for them to populate. The process by which you go through to determine the cause of mosquito infestations is the cause and effect method. In argumentation, you might use this method to support a claim for community efforts to prevent mosquitoes from growing in your neighborhood. Demonstrating that process is effective for a logos based argument.

Chronological

Sometimes an argument is presented best when a sequential pattern is used. Oftentimes, that pattern will be based on the pattern of time in which the sequence occurs. For example, if you are writing an argumentative essay in which you are calling for a new stop light to be installed at a busy intersection, you might utilize a chronological structure to demonstrate the rate of increased accidents over a given period of time at that intersection. If your pattern demonstrates a marked increase in accidents, then your data would show a logical reason for supporting your position. Oftentimes, a chronological pattern involves steps indicated by signal words such as first, next, and finally. Utilizing this pattern will walk readers through your line of reasoning and guide them towards reaching your proposed conclusion.

Emphatic

Another method for organizing your writing is by order of importance. This method is often referred to as emphatic because organization is done based upon emphasis. The direction you choose to go is yours whether you begin with the strongest, most important point of your argument, or the weakest. In either case, the hierarchy of ideas should be clear to readers. The emphatic method is often subjectively based upon the writer’s beliefs. If, for example, you want to build an argument for a new rail system to be used in your city, you will have to decide which reason is most important and which is simply support material. For one writer, the decrease in the number of cars on the road might be the most important aspect as it would result in a reduction of toxic emissions. For another writer, the time saved for commuters might be the most important aspect. The decision to start with your strongest or weakest point is one of style.

Style/ Eloquence

When we discuss style in academic writing, we generally mean the use of formal language appropriate for the given academic audience and occasion. Academics generally favor Standard American English and the use of precise language that avoids idioms, clichés, or dull, simple word choices. This is not to imply that these tropes are not useful; however, strong academic writing is typically objective and frequently avoids the use of first-person pronouns unless the disciplinary style and conventions suggest otherwise.

Some writing assignments allow you to choose your audience. In that case, the style in which you write may not be the formal, precise Standard American English that the academy prefers. For some writing assignments, you may even be asked to use, where appropriate, poetic or figurative language or language that evokes the senses. Additionally, instructors should be cognizant of second language learners and the variations in style when writing in a non-native language.

In all cases, it is important to understand what style of writing your audience expects, as delivering your argument in that style could make it more persuasive.