ESL W 320
Nuttall
Argumentation
Argumentation is a way of using logic and evidence to persuade (convince) other people to
agree with your opinion. A true argument also shows that you are familiar with opposing views
about the topic but your point of view is more reasonable and effective. For example, if you
believe strongly that schools should not use letter grades but only give students “credit” or “no
credit,” you might begin your argument by saying that using a credit system would make
students focus on the learning process rather than on the product (grade). To prove your point
you would use facts and figures, experts’ opinions and other evidence. You would mention the
reasons some people prefer letter grades and why these reasons are weak. You would also appeal
to students and faculty by explaining how letter grades affect the learning process in a negative
way. You would not be able to argue your opinion effectively without a lot of thinking,
researching and planning ahead.
Usually argumentation focuses on issues that are controversial and cause a lot of
disagreement in our society. This disparity of opinions tends to generate a lot of emotion
although some topics are less inflammatory than others. The rising cost of gasoline and noise
pollution are less emotionally charged than, say, the war in Iraq or gay marriage. Whenever
people disagree about issues like these, emotions tend to flare up and people lose their
objectivity. That is way it is very important to use logic and evidence to make your argument
convincing, but tugging at the emotional strings a little bit will make your argument more
effective.
Teachers assign argumentation because it forces you, the student, to look closely at your
own opinions as you struggle to present and support them. Argumentation gives you a chance to
clarify and question your ideas. To write a good argument, you have to ask yourself some
important questions: What is my opinion on this topic? Why? What data can I use to prove my
point? What do other people think about this topic? Why do we disagree? How can I persuade
more people to think like me?
Our concept of argumentation was developed by the ancient Greek philosopher Aristotle.
He used the concepts of logos, ethos and pathos as the basis of a good argument.

LOGOS refers to logical thinking. You want to convince others by giving reasons,
evidence (facts and figures) and explanations that support your opinion. You should
make concessions to the other side by acknowledging that some of their points are
reasonable but not as reasonable as yours. This is the most important part of your
argument, so you must avoid common logical fallacies that could weaken it.
Example: A recent study shows 90% of people who use Rise & Shine Face Soap
have no more acne after three months of regular use. [Statistical data supports the
argument that the product is very effective against acne.]

ETHOS refers to credibility. Your argument must show through tone (e.g., word choice)
and style (e.g., sentence structure and organization) that you are a reliable source and
that you respect your readers and their intelligence. Using reliable data and recognizing
opposing viewpoints strengthens the ethos of your argument.
Example: Four out of five dentists recommend using BRITE toothpaste. [Dentists
are experts so they are a credible source and we should listen to their
recommendation.]

PATHOS refers to emotion. You want your readers to identify with you and to feel
sympathy toward your cause. Flattering rather than insulting your readers can make them
agree more readily with your ideas. Also, using concrete examples can help you trigger
an emotional response from your reader. Explaining the ways homeless children suffer is
less convincing than telling the story of a specific homeless child and describing her
everyday life.
Example: Glossy Hair shampoo for women. Experience the power of seduction.
[The emotional appeal targets women who want to be more attractive and sexually
alluring.]