Consider the following situation. Assume that you bought a video game console that stopped working one week after the warranty expired. Also assume that the manager of the store where you purchased the game console has refused to exchange it for another console. His point is that because the warranty has expired, the store has no obligation to take the product back. As a last resort, you write a letter to the game console’s manufacturer. If you were writing a traditional argument, you would state your thesis—“It is clear that I should receive a new game console”—and then present arguments to support your position. You would also refute opposing arguments, and you would end your letter with a strong concluding statement.

Because Rogerian arguments begin with different assumptions, however, they are structured differently from classical arguments. In a Rogerian argument, you would begin by establishing common ground—by pointing out the concerns you and the video game console’s manufacturer share. For example, you could say that as a consumer, you want to buy merchandise that will work as advertised. If the company satisfies your needs, you will continue to buy its products. This goal is shared by the manufacturer. Therefore, instead of beginning with a thesis statement that demands a yes or no response, you would point out that you and the manufacturer share an interest in solving your problem.

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Next, you would describe in neutral terms—using impartial, unbiased language—the manufacturer’s view of the problem, defining the manufacturer’s concerns and attempting to move toward a compromise position. For example, you would explain that you understand that the company wants to make a high-quality product that will satisfy customers. You would also say that you understand that despite the company’s best efforts, mistakes sometimes happen.

In the next section of your letter, you would present your own view of the problem fairly and objectively. This section plays a major role in convincing the manufacturer that your position has merit. Here, you should also try to concede the strengths of the manufacturer’s viewpoint. For example, you can say that although you understand that warranties have time limits, your case has some unique circumstances that justify your claim.

Then you would explain how the manufacturer would benefit from granting your request. Perhaps you could point out that you have been satisfied with other products made by this manufacturer and expect to purchase more in the future. You could also say that instead of requesting a new game console, you would be glad to send the console back to the factory to be repaired. This suggestion shows that you are fair and willing to compromise.

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Finally, your Rogerian argument would reinforce your position and end with a concluding statement that emphasizes the idea that you are certain that the manufacturer wants to settle this matter fairly.