2. Task
1. What is each text’s stand on influencer marketing?
2. Identify the structure of the arguments of each text.
3. What rhetorical appeals are used? Are they effective?
4. For deductive texts, write ONE syllogism.
5. What arguments do you form based on all of the reading
sources regarding influencer marketing?
6. State clearly your opinion and three main points.
3. Sample Texts
1. Influencers vs. Opinion Leaders: Whom to Trust? https://www.cision.com/us/2018/07/influencers-vs-
opinion-leaders/
2. Key Opinion Leaders (KOLs) vs Influencers – Who Suits Your Campaign? https://pmyb.co.uk/key-
opinion-leaders-kols-vs-influencers-who-suits-your-campaign/
3. How Effective Is Influencer Marketing? https://www.campaignmonitor.com/blog/email-
marketing/2019/02/how-effective-is-influencer-marketing/
4. 80% of marketers find influencer marketing effective https://www.smartinsights.com/online-
pr/influencer-marketing-effectiveness/
5. Are Social Media Influencers Worth The Investment?
https://www.forbes.com/sites/forbesagencycouncil/2018/08/21/are-social-media-influencers-worth-
the-investment/#7a7412a4f452
6. The Rise and Fall of the Social Media Influencer https://marketinginsidergroup.com/influencer-
marketing/the-rise-and-fall-of-the-social-media-influencer/
7. Unpopular opinion: Influencer marketing works better without influencers
https://www.mediaupdate.co.za/marketing/146269/unpopular-opinion-influencer-marketing-works-
better-without-influencers
4. Scholarly Texts:
1. #Sponsored: The Emergence of Influencer
Marketing https://trace.tennessee.edu/cgi/viewcontent.cgi?article=3010&context=utk_chanhonoproj
2. The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink
https://www.elon.edu/u/academics/communications/journal/wp-
content/uploads/sites/153/2017/12/Fall2017Journal.pdf#page=77
3. Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes,
and Behavioral Intent https://www.tandfonline.com/doi/abs/10.1080/15252019.2017.1366885
4. Influencer identification in Twitter networks of destination marketing organizations
https://www.emerald.com/insight/content/doi/10.1108/JHTT-09-2016-0057/full/html
5. Marketing through Instagram influencers: the impact of number of followers and product divergence on brand
attitude https://www.tandfonline.com/doi/abs/10.1080/02650487.2017.1348035
6. #SPONSORED – INFLUENCER MARKETING ON INSTAGRAM : AN ANALYSIS OF THE EFFECTS OF SPONSORSHIP
DISCLOSURE, PRODUCT PLACEMENT, TYPE OF INFLUENCER AND THEIR INTERPLAY ON CONSUMER RESPONSES
https://essay.utwente.nl/72442/
7. Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social
Mediahttps://www.tandfonline.com/doi/abs/10.1080/15252019.2018.1533501
6. Thesis Statement Writing
Inductive reasoning presents facts and then wraps them up with
a conclusion.
Deductive reasoning presents a clear stand/opinion and then
provides supportive facts or examples.
7. Inductive Reasoning: Writing the Introduction
Orient reader to purpose
Address the scope
Possible generalizations
Question
Speculation (maybe, perhaps; some think X and others think Y)
Both
By end, reader has a general idea of the topic and the direction (the stance)
Reader does not know your bottom line or conclusion
8. Introduction and Question Strategy
Since Dolly, the cloned sheep, was born in 1997, cloning has become a
controversial issue. People are concerned not only about cloned animals,
but about human cloning, because it involves many ethical problems. The
latest scientific discoveries indicate that cloning can bring humans many
benefits. But it can also create problems. So, it is necessary to carefully
consider the question whether cloning, especially human cloning,
should be encouraged or not.
9. Inductive Reasoning Thesis
Statement
Thesis statement is derives from a research question written into
declarative form.
Research question: Should cloning be encouraged?
Thesis Statement: So, it is necessary to carefully consider the
question whether cloning, especially human cloning, should be
encouraged or not.
10. Practice: Turn the following research questions into
inductive reasoning thesis statement.
1. Is influencer Marketing effective?
2. Does influencer marketing impact sales?
3. Do people still believe in influencer marketing?
11. Theses Statements
Analytical Thesis Statement (analyse)
•Example 1: An analysis of the college admission process reveals one challenge facing
counselors: accepting students with high test scores or students with strong extracurricular
backgrounds.
•Example 2: In modern times, yoga is often viewed as an activity exclusively for women, but its
history shows that it was developed primarily by men.
Argumentative: Deductive Thesis Statement (argue)
•Example 1: Korean food needs to be recognized along side other world cuisines because of its
extensive history, its interesting use of ingredients, and its unique distinction from other Asian
cuisines.
•Example 2: High school graduates should be required to take a year off to pursue community
service projects before entering college in order to increase their maturity and global
awareness.
12. Practice: Thesis Statement Writing
Based on the texts read and your synthesis, write
the following theses statements:
Deductive
Inductive
Analytical
13. Practice: Thesis Statement Writing
Write ONE Deductive
Social media influencers are becoming more influential because of their authenticity,
precise marketing, and wide consumer reach.
Influencer marketing is dying because it lacks authencity, trustworthiness, legitimacy, and
influencers-turned into advertising agencies.
Write ONE Inductive
It is necessary to carefully consider the question whether influencer marketing is
beneficial to both companies and consumers and, should be encouraged or not.
It remains questionable whether consumers are still buying social media influencers’
trustworthiness, authenticity, and legitimacy.
14. Write ONE analytical
An analysis of the fall of macro influencers in the aspects of authenticity
of reviews and opinions, trustworthiness, and success criterion.
Influencer marketing rose very quickly but studies revealed that its
popularity and usefulness are declining due to authencity or reviews and
opinion, trustworthiness, and success criterion.
15. What’s the difference between analytical and
argumentative paper?
The key difference between these writing types is that the argumentative
research paper demonstrates an attempt to convince your audience of the
solidity of a particular view you have on a subject.
On the other hand, the research paper of analytical type is an effort to make use
of your research to provide an objective picture of what information is known
about the subject.
The common point in both research paper types is that you’re required to conduct a
thorough research of trustworthy and credible sources.
19. Persuasive/Argumentative Writing Structures
EFFECT CAUSE 1 CAUSE 2 CAUSE 3 CONCLUSION
SIMPLE CAUSE COMPLEX CAUSE COMPLEX EFFECT
CAUSE EFFECT
CAUSE 1
CAUSE 2 EFFECT
CAUSE 3
EFFECT 1
CAUSE EFFECT 2
EFFECT 3
In discussing cause and effect, we are discussing why things happen. The
relationship between the two may range from simple to complex.
20. Persuasive/Argumentative Writing
Structures
PROBLEM
EVALUATION
OF PROBLEM
SOLUTIONS (1,
2, 3)
EVALUATION
OF SOLUTIONS
CONCLUSION
In the problem/solution structure, a problem is described and a
solution is proposed. There may be more than one possible solution,
and you may consider all noteworthy solutions, and evaluate them.
You could also look at a problem in the past and describe and
evaluate the attempts to solve it.
21. Arguments
By understanding how an argument is structured, you can:
• use the structure of the argument to focus reading.
• improve comprehension by understanding how one part
of an argument links to another.
• apply this understanding to model your own arguments.
23. Critical Thinking Checklist
•Could you elaborate further?
•Could you give me an example?
•Could you illustrate what you mean?
Clarity
•How could we check on that?
•How could we find out if that is true?
•How could we verify or test that?
Accuracy
•Could you be more specific?
•Could you give me more details?
•Could you be more exact?
Precision
•How does that relate to the problem?
•How does that bear on the question?
•How does that help us with the issue?
Relevance
•What factors make this a difficult problem?
•What are some of the complexities of this question?
•What are some of the difficulties to deal with?
Depth
24. Critical Thinking Checklist
•Do we need to look at this from another perspective?
•Do we need to consider another point of view?
•Do we need to look at this in other ways?
Breadth
•Does all this make sense together?
•Does your first paragraph fit in with your last?
•Does what you say follow from the evidence?
Logic
•Is this the most important problem to consider?
•Is this the central idea to focus on?
•Which of these facts are most important?
Significance
•Do I have any vested interest in this issue?
•Am I sympathetically representing the viewpoints of others?
Fairness
25. Internal Consistency
•The best argument is a clear one. All your research on the topic will be for
nothing if your points are not clearly made.
Stating the point
•The arguments used in a line of reasoning you use must be clearly
connected and point to a common conclusion.
Clarity and internal consistency
•Effectively evaluating other points of view helps strengthen your own
arguments.
Opposing arguments
•Your argument is only as clear as the words use to explain it.
Precision
26. Clarity and Consistency
•All arguments should support the thesis and lead to a common conclusion.
Logical consistency
•Multiple reasons can be grouped by main points and then concluded
throughout the body of the essay.
Intermediate conclusions
•Provide short summaries of points and evidence.
Summative and logical conclusions
•Consider the in which you organize arguments in order to best support your
conclusion.
Logical order
27. Structuring Arguments
Use a separate paragraph to analyze each specific point, or if these
can be stated briefly, each set of related points.
Check that paragraphs are sequenced in the best possible order for
bringing out your line of reasoning to your reader.
Use the first or last lines of your paragraphs to help indicate the flow of
your argument to the reader.
28. Language for writing
Introducing a line of reasoning
Certain words are used to signal the opening
of the argument.
• first
• first of all
• to begin
• first and foremost
• at the outset
• initially
• I will start by
I will start by arguing that Feng Shui is
important to every aspect of our lives and is
not simply a question of decorative art.
Adding similar reasons
Certain words can be used to indicate that new
information is being introduced that further reinforces
the direction of the line of reasoning.
• also
• in addition
• too
• similarly
• furthermore
• moreover
Similarly, the Chinese martial arts are not merely
about fighting, but offer tools for understanding mind
and motivation.
29. Language for writing
Adding different reasons
At other times, you may choose to reinforce the
overall argument by adding new and different
reasons.
• in addition
• as well as
• not only
• but also
Not only can Feng Shui help to guard your
health, it is believed to protect and enhance
your wealth and prosperity.
Strengthening the argument
Authors can use words in order to indicate
that they believe a reason is particularly good,
or that its addition to the line of reasoning
makes a more convincing case.
• furthermore
• moreover
• indeed
• what is more
• such as
Furthermore, Feng Shui is used in business in
order to help keep customers and employees
happy.
30. Language for writing
Rebutting alternative arguments
It is typical to introduce alternative points
of view in order to disprove them or
indicate their weaknesses. Normally you
would expect the author to show why
their own point of view is the more
convincing.
• however
• on the other hand
• nonetheless
• notwithstanding this
However, many practitioners of Feng Shui are
also scientists.
Introducing alternative arguments
A strong argument will usually critically evaluate
alternative perspectives or points of view. By doing so,
authors show readers that they have considered
other possibilities .
• alternatively
• others argue that
• in might be argued that
• It might be argued that
Feng Shui has not been proven through rigorous
scientific research.
31. Language for writing
Contrasting and contradicting
When other arguments are being considered,
the author may move back and forth
between their own point of view and
opposing arguments.
• although...
• conversely
• by contrast
• on the one hand...
• on the other hand...
• in factOn the one hand there are those who argue
that Feng Shui is based on mysterious
principles such as yin and yang, that people
in the West cannot understand. On the other
hand are those who argue that Feng Shui is
based on common sense and therefore
suitable for everyone.
Expressing results and consequences
After several reasons have been considered, the
author should draw out how these should be
interpreted as a whole. as a result
• as a consequence
• hence
• thus
• consequently
• because of this
As a result, we can see that the rules governing
Feng Shui at work are similar to those that apply in
the home.
32. Language for writing
concluding
All the reasons and evidence presented should lead towards
the conclusion.
• therefore
• in conclusion
• thus
• thus, we can see...
In conclusion, Feng Shui in not a decorative art but is, rather,
a sophisticated system for arranging our surroundings so that
we are in greater balance and harmony with the outer world.
