ARGUMENT AND PERSUASION Points to Remember
1. Remember that in order to argue well, you must understand your audience and know your purpose.
2. Understand the three principal kinds of appeal emotional appeal, the appeal to intelligence and reason; and ethical appeal, the appeal from the character and competence of the author. The most effective arguments combine all three.
3. Construct an argument as a lawyer would construct a case to present to a jury; state your assertions and back them up with evidence and reason, appealing to your readers’ intellect and feelings.
4. Always assume your audience is intelligent, although some members of it may be uninformed on a particular issue.
5. Avoid three common pitfalls: (a) don’t overstate your claims, (b) be careful not to oversimplify complex issues; and (c) support your arguments with concrete evidence, not generalizations.