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Audience-based reasons
Form your argument on your SPECIFIC audience
Demographic
Interests
Prior knowledge
Enthymeme
Claim plus Reason - incomplete
+ warrant - complete
Ethos
CREDIBILITY
Logos
LOGIC
Pathos
EMOTION
rationalization
The application of plausible reasons to explain oneself
where someone justifies a belief or action with seemingly logical but actually flawed reasoning. Instead of confronting the real reason behind their stance, they create excuses that sound reasonable but aren’t truly valid.
Claim
A statement that asserts a position or belief about a particular topic
Toulmin
Stated reason
An EXPLICITLY and CLEARLY stated explanation that cannot be misinterpreted
Toulmin
Warrant
Unspoken assumption/logical bridge that connects evidence
Allows the audience to accept the leap from evidence to conclusion
Supports stated reason
Toulmin
Grounds
Evidence for the stated reason
Toulmin
Can be based on:
• evidence: facts, statistics, reports, or physical proof
• source credibility: authorities, experts, celebrity endorsers, a close friend, or someone’s say-so
• analysis and reasoning: reasons may be offered as proof
Backing
Evidence for the warrant
If warrant isn’t immediately accepted
Toulmin
Conditions of Rebuttal
Series of questions
Match arguments that stand against position with pre-made answers
Allows modification to arguments
Toulmin
Qualifier
Limits the force/intensity of claim
No argument is 100% persuasive
Having this allows for your claim to be more acceptable
“very likely” “except in rare cases…”
Toulmin
Kairos
OPPORTUNITY/TIME OF PRESENTATION
STAR
SUFFICIENCY
TYPICALITY
ACCURACY
RELEVANCE
Sufficiency
“Is there enough evidence?”
Hasty Generalization: too little evidence for claim
The more contested the claim/the more skeptical ur audience, the more evidence needed
Too much evidence is boring tho ugh
Typicality
Is the chosen evidence representative and typical?
Cannot be a once in a lifetime event
must apply to many ppl
“Yes! You can do a full time job and full time college!” But, the evidence comes from a girl working as a night receptionist - has time to do homework on the job
Accuracy
Is the evidence accurate and up-to-date?
Ethos babe
Evidence can’t be used as realistically unless it is accurate and up-to-date
Evidence can’t be persuasive, unless the audience believes in the writers credibility
Relevance
Is the evidence relevant to the claim?
Evidence will only be persuasive if the reader considers it to be relevant to the contested issue
“I work hard so I deserve an A”
Ur evidence is ur time logs for studying and testimonials from friends
This proves you work hard, not that you deserve the A
Issue Question
Answered with argument
Information Question
Answered with explanation
Lack of common assumption
If one refuses common assumptions, they can “win” an argument, or at least not lose.
Fact
claims which focus on empirically verifiable phenomena
Judgement/value
claims involving opinions, attitudes, and subjective evaluations of things
Policy
claims advocating courses of action that should be undertaken