A Look at Several Persuasive Arguments

Printed Page 186-188

A Look at Several Persuasive Arguments

The following examples of technical communication show how the persuasive elements of an argument differ depending on a writer’s purpose. Figure 8.7 presents two paragraphs from a student’s job-application letter.

A student writer uses specific examples to persuade a prospective employer.

Without making her claim explicit, the writer presents evidence that she is hardworking and lets the prospective employer draw his or her own conclusions.

In listing some of the training courses she has taken, the writer supports an earlier claim that her broad background might be of use to her next employer.

image

Figure 8.7 Persuading a Prospective Employer

Figure 8.8, from the website of Skillcrush, shows an effective use of testimonials.

image

Figure 8.8 Using Testimonials to Make a Persuasive Argument

Source: Skillcrush, 2014: http://skillcrush.com/about/. Used by permission.

If you work for Skillcrush, which describes itself as “an interactive online learning community for creatives, thinkers, and makers,” and wish to make the point that your service is valuable, you explain why. But your argument is more persuasive if you can also show that others think so, too. These three testimonials are enhanced by the use of the company’s logos.

Figure 8.9, from the office of the U.S. president, uses text and a graph effectively to present persuasive arguments.

image

Figure 8.9 Using Text and Graphics to Present a Persuasive Argument

Source: Whitehouse.gov, 2014: http://www.whitehouse.gov/share/current-minimum-wage-isn-t-enough-workers-get-out-poverty.

Figure 8.10, half of a brochure from a federal program called STOPfakes, shows the importance of presenting a professional image in an argument.

Many brochures, like this one, are made from a single page, folded into three panels that group information in logical categories. Here we see the outside of the brochure, with the right-hand column presenting its title page. Brochures are distributed not only as paper documents but also as PDF (portable document format) files on organizations’ websites.

Throughout, the brochure projects a professional tone, with direct, understated language conveying a strong argument, as well as a restrained and well-organized presentation. For these reasons, it is likely to succeed in motivating IP owners to take advantage of the program’s resources.

In this excerpt, the left-hand panel uses statistics and commonsense evidence to make the case that intellectual-property (IP) owners should take reasonable measures to protect their intellectual property. The federal STOPfakes program is intended to help them do so.

The middle panel, which will be the back of the brochure when it is folded, briefly describes the mission of STOPfakes and provides contact information so that IP owners can contact the organization (including a quick-response code to link directly to the organization’s site).

The right-hand panel, the front of the brochure, states the subject (protecting your IP rights) and type of document (a step-by-step guide). The other three panels not shown here present the body of the argument: the step-by-step instructions.

image

Figure 8.10 Crafting a Professional Image in a Brochure

A brochure is a brief document used to provide information or to promote something. Brochures can describe, for example, products produced by a small manufacturer of roofing materials, services offered by a new sports-medicine clinic, benefits of joining a particular professional organization or community group, or techniques for choosing healthy foods and reducing calories.
Source: STOPfakes.gov, 2013: www.stopfakes.gov/sites/default/files/990-389_ITA_Stopfakes_brochure_508.pdf.