This passage, from TASER, describes a videocam to be worn by police officers. It is addressed to high-level officers responsible for ordering equipment.

The writer makes a simple argument: that an unbiased study showed how the product eliminated complaints by providing a video record of an incident. (The web page also includes text and a video highlighting the argument about the product.)

The argument consists of two elements: the photograph and the brief text. The photograph shows that the device is easy to wear. The text makes two points: (1) video of the incident will be even more compelling than an officer’s court testimony, and (2) therefore the product can greatly reduce the number of incidents in which officers are disciplined. Together, these points appeal to the interests of police supervisors, who don’t want their officers to be unfairly charged. The links at the top of the page encourage the audience to take action, either by learning how to try out the device or by buying it.

Source: TASER International, 2013: www.taser.com/products/on-officer-video/axon-flex-on-officer-video. Reprinted by permission of TASER International, Inc.