Introduction to Argumentation Business Communication Introduction to Argumentation

Introduction to Argumentation Business Communication: Introduction to Argumentation

In business writing, writers often have to convince their readers to adopt a certain course of action or make a particular decision. In convincing the readers to adopt the writers’ point of view, it is necessary for writers to rely on argumentation. Business Communication: Introduction to Argumentation

Outline • • Parts of an argument Perspectives on argumentation Types of logical fallacies Guidelines for persuasive argumentation Business Communication: Introduction to Argumentation

Claim Reasoning Connects the evidence and the claim. Evidence Expressed opinion/ conclusion the writer wants accepted. Provides support for the claim. An Argument Model Business Communication: Introduction to Argumentation

An example There has been an increasing use of company telephones for private calls by staff. During a recent check, a large increase in the number of local calls was noted. The past few months have also seen an increase in the company telephone bill every month. In addition, there have been numerous complaints from customers who could not get through to our staff as the phone lines are always busy. As the company has not experienced business growth or introduced any changes in business communication, the increase in phone usage cannot be the result of more calls being made for company-related matters. Business Communication: Introduction to Argumentation

Reasoning Since the company has not experienced any business growth or introduced any changes in business communication, the increase in phone usage must be due to more private calls. There’s a large increase in the number of local calls. There’s an increase in company telephone bill every month in the last few months. Customers have complained that lines are always busy. The company has not experienced any business growth or introduced any changes in business communication. There has been an increasing use of company telephones for private calls by staff. Claim Evidence Business Communication: Introduction to Argumentation

Another example (conclusion to a market research report) The results of the survey show that ‘Long Distance Runner’ made a greater impact on the respondents largely due to its catchy song/jingle. Its appeal was also wider than that of ‘Tennis Pro’ because it was presented as a drink that would nourish the whole family. It can be concluded therefore, that the ‘Long Distance Runner’ appears to be the more persuasive of the two commercials and is the one that is most likely to lead to increased sales. Business Communication: Introduction to Argumentation

Reasoning Commercials with greater impact and wider appeal have always tended to be more persuasive, leading to increased sales. Long Distance Runner made a greater impact on respondents due to its song and jingle. Its appeal was wider than that of Tennis Pro because it was presented as a drink that would nourish the whole family. Long Distance Runner is a more persuasive commercial than Tennis Pro and is the one most likely to lead to increased sales. Claim (in the form of a conclusion logically derived from evidence and reasoning) Evidence (in terms of summary of key findings) Business Communication: Introduction to Argumentation

Perspectives on argumentation • Logical Emphasises the use of valid evidence and sound reasoning • Dialectical Focuses primarily on reaching the best conclusion • Rhetorical Views arguments as appeals to an audience Business Communication: Introduction to Argumentation

Types of Logical Fallacies • • • Hasty generalisation Non sequitur Begging the question False analogy Either – or fallacy Business Communication: Introduction to Argumentation

Hasty generalisation • Insufficient or incomplete information • “all”, “always”, “everybody” etc. Example It amazes me that most people think males are superior to females. Business Communication: Introduction to Argumentation

Non sequitur • “It does not follow. ” • 2 parts – opening statement and ‘logical’ conclusion Example I’m old enough to fight for the country; therefore I am old enough to drink. Business Communication: Introduction to Argumentation

Begging the question • Similar to non sequitur • As though an arguable proposition was agreed upon Example Since Nokia XXX is the best handphone on the market, the company should accept trade-in of old models. Business Communication: Introduction to Argumentation

False analogy • Oversimplifies complex ideas with analogies Example Stages of childhood = Roses and their thorns. Business Communication: Introduction to Argumentation

Either – or fallacy • Only 2 alternatives count Example The choice is between the clean, inexpensive nuclear energy and the dirty, expensive fossil fuels. Business Communication: Introduction to Argumentation

Guidelines for Persuasive Argumentation • • • Don’t argue matter of taste Don’t preach to the converted Project a credible image Anticipate objections early Support your claims with evidence Provide a clear conclusion Business Communication: Introduction to Argumentation