ES2002 Business Communication

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ES2002 Business Communication

• Introduction to Argumentation

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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.
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Outline

• Parts of an argument
• Perspectives on argumentation
• Types of logical fallacies
• Guidelines for persuasive argumentation

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Claim
Expressed opinion/ conclusion the writer wants
accepted.
Reasoning
Connects the evidence and the claim.
Provides support for the claim.
Evidence
An Argument Model
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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.
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There has been an increasing use of company
telephones for private calls by staff.
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.
Claim
Theres a large increase in the number of local
calls. Theres 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.
Evidence
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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.
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Long Distance Runner is a more persuasive
commercial than Tennis Pro and is the one most
likely to lead to increased sales.
Reasoning
Commercials with greater impact and wider appeal
have always tended to be more persuasive, leading
to increased sales.
Claim (in the form of a conclusion
logically derived from evidence and reasoning)
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.
Evidence (in terms of summary of key findings)
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Perspectives on argumentation

• Logical
• Dialectical
• Rhetorical

Emphasises the use of valid evidence and sound
reasoning
Focuses primarily on reaching the best conclusion
Views arguments as appeals to an audience
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Types of Logical Fallacies

• Hasty generalisation
• Non sequitur
• Begging the question
• False analogy
• Either or fallacy

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Hasty generalisation
Hasty generalisation

• Insufficient or incomplete information
• all, always, everybody etc.
• Example
• It amazes me that most people think males are
  superior to females.

Logical fallacies
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Non sequitur
Non sequitur

• It does not follow.
• 2 parts opening statement and logical
  conclusion
• Example
• Im old enough to fight for the country
  therefore I am old enough to drink.

Logical fallacies
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Begging the question
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.

Logical fallacies
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False analogy
False analogy

• Oversimplifies complex ideas with analogies
• Example
• Stages of childhood Roses and their thorns.

Logical fallacies
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Either or fallacy
Either or fallacy

• Only 2 alternatives count
• Example
• The choice is between the clean, inexpensive
  nuclear energy and the dirty, expensive fossil
  fuels.

Logical fallacies
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What is most important The ability to identify
loopholes in reasoning INFORMED SKEPTICISM
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Guidelines for Persuasive Argumentation

• Dont argue matter of taste
• Dont preach to the converted
• Project a credible image
• Anticipate objections early
• Support your claims with evidence
• Provide a clear conclusion
• Avoid logical fallacies
• Review your writing with a critical eye
  practise informed skepticism