2. Analysis of Persuasive Arguments
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3. Sugary Drinks Ban Begs the
Question: Who has the right
to decide what you consume
By
Dean R Berry, Ed. D.
Gregg B Berry, B. A.
4. Skip the Skill Reading Review
If you have already practiced the special reading
skills taught in this series of lessons, you can skip
ahead to slide 32 and start the reading selection.
5. Reading with Your Eyes and Your Brain
Skillful readers learn how to read persuasive or
opinionated text with a very critical eye. They
realize that the author’s purpose is to convince the
reader to believe what the author is saying and to
consider the arguments given as valid even if they
violate logical reasoning and lack supporting
evidence. The author’s motive may be to get the
reader to buy something, vote a certain way,
change an attitude, or behave differently.
6. • In order to avoid manipulation by the author, good
readers learn how to detect poor reasoning and faulty
arguments. They are able to identify the various
logical fallacies or smoke screens that attempt to
cover up the lack of strong supporting evidence for
each claim. During this lesson, we will examine an
article and separate the fluff from the substance and
determine whether or not we believe the author
makes a strong or weak argument.
7. What does a good reader look for?
As you read the following article, attempt to separate the
unimportant language and innuendo from the heart of the
matter. Look for the primary message that contains the claim or
claims that the author is making. As a reader, your job is to look
for arguments that support the author’s claim and include
reasonable examples and factual statements. However,
recognizing the claim and supporting evidence takes practice.
8. Take a Few Notes
Complete the chart below using the
information provided in the following frame.
You will need this chart for the following
frame.
• Author’s Claim:
• Evidence:
• Reasoning:
9. Author’s Claim: May be an answer to the question
posed, a proposed solution to the problem, or the thesis
of the persuasive text.
Evidence: Could include appropriate analogies,
clearly presented facts, statistical data, quotations or
testimonials, or anecdotal examples.
Reasoning: Should explain how the evidence
supports the claim and needs to avoid using logical
fallacies.
Three Essential Requirements
for a Persuasive Argument
10. Recognizing the thesis sentence
and author’s claim is critical
The thesis sentence or claim is typically the ONE
sentence in the text that asserts, controls, and
structures the entire argument. Without a strong
persuasive, thoughtful thesis or claim, an article might
seem unfocused, weak, and not worth the reader's time.
• A good thesis sentence will make a claim.
• A good thesis sentences will control the entire
• argument
• A good thesis will provide a structure for the author’s
argument.
11. Let’s Practice Writing Some Claims
• Select two of the topics below and write a statement for each that
makes a claim about how to solve a problem.
• Air Pollution
• School Drop Outs
• Increase in Diabetes
• High Unemployment
• Cell Phone Addiction
• Unhealthy American Diets
12. How much evidence is provided by the author?
When you read the article, examine the author’s
claim and determine if the supporting evidence is
adequate to substantiate the claim. After reading
the selection, you will be asked to develop an
outline showing the claim and supporting
arguments with examples and factual statements.
13. What does evidence look like?
When we read a persuasive text, we must read very closely to ensure that the
arguments that are presented include very specific, credible evidence. For example,
we should look for statistical data such as numbers and scores, analogies that
compare similar claims and solutions, quotations or testimonials supporting the
claims, or anecdotal examples that substantiate the claim.
14. What does the research say?
1.Statistical Evidence
• Statistical evidence is the kind of data people tend
to look for first when trying to prove a point. That’s
not surprising when you consider how prevalent it
is in today’s society. Remember those McDonald’s
signs that said “Over 1 billion served”? How about
those Trident chewing gum commercials that say
“4 out of 5 dentists recommend chewing sugarless
gum”? Every time you use numbers to support a
main point, you’re relying on statistical evidence to
carry your argument.
15. What do you think?
Use your imagination
What are some possible types
of statistical evidence?
For deodorant?
Air Pollution?
Poor Math Grades?
16. What do the experts say?
2. Testimonial Evidence
• Testimonial evidence is another type of evidence
that is commonly turned to by people trying to
prove a point. Commercials that use
spokespersons to testify about the quality of a
company’s product, lawyers who rely on eye-
witness accounts to win a case, and students who
quote an authority in their essays are all using
testimonial evidence.
17. Stand and Deliver
Who can give us a testimonial about one of these?
Jennifer Lopez Clothing
Android Smart Phone
Alberto’s Carne Asada Fries
Gucci’s High Priced Hand Bag
18. Do personal observations
support the claim?
3. Anecdotal Evidence
• Often dismissed as untrustworthy and meaningless,
anecdotal evidence is one of the more underutilized
types of evidence. Anecdotal evidence is evidence
that is based on a person’s observations of the
world. It can actually be very useful for disproving
generalizations because all you need is one example
that contradicts a claim.
19. •Be careful when using this type of
evidence to try and support your
claims. One example of a non-native
English speaker who has perfect grammar
does NOT prove that ALL non-native English
speakers have perfect grammar. All the
anecdote can do is disprove the claim that
all immigrants who are non-native English
speakers have terrible grammar.
20. You CAN use this type of evidence to support
claims, though, if you use it in conjunction
with other types of evidence. Personal
observations can serve as wonderful
examples to introduce a topic and build it up –
just make sure you include statistical
evidence so the reader of your paper doesn’t
question whether your examples are just
isolated incidents.
21. Use Your Imagination
• Create an anecdote or personal observation about
a situation and solution that seems to work very
well. Use one of the following topics:
• Home Security Alarm Systems
• Replacing Textbooks with On Line Learning
• Animal Cruelty
• Facebook Problems
22. Do similar situations provide evidence?
4. Analogical Evidence
• The last type of evidence is called analogical
evidence. It is also underutilized, but this time for a
reason. Analogies are mainly useful when dealing with
a topic that is under-researched. If you are on the
cutting edge of an issue, you’re the person breaking
new ground. When you don’t have statistics to refer to
or other authorities on the matter to quote, you have to
get your evidence from somewhere. Analogical
evidence steps in to save the day.
23. • Take the following example: You work
for a company that is considering
turning some land into a theme park. On
that land there happens to be a river
that your bosses think would make a
great white-water rafting ride. They’ve
called on you to assess whether or not
that ride would be a good idea.
24. • Since the land in question is as yet undeveloped,
you have no casualty reports or statistics to refer
to. In this case, you can look to other rivers with
the same general shape to them, altitude,
etc. and see if any white-water rafting casualties
have occurred on those rivers. Although the rivers
are different, the similarities between them should
be strong enough to give credibility to your
research. Realtors use the same type of
analogical evidence when determining the value
of a home.
• When you use analogies to support your claims,
always remember their power.
26. Let’s Review These Ideas
Discuss and Take Some Notes
• What are some types of evidence that we might
look for?
• What kind of emotional appeals might the author
use? How should the reader deal with these?
• Why should we expect the author to recognize or
refute opposing claims?
Also, take notes on the following page so you can
use these prompts when you read the article.
27. When we read the article, use these
phrases to record your notes showing
the evidence used in the text.
•According to the text…
•The author stated…
•For instance…
•For example…
•Because…
Copy These Prompts
28. Annotating the text as you perform
close reading is a great way to
ensure effective critical reading.
29. As you take margin notes, identify
assumptions, opinions, faulty arguments,
weak or strong evidence, and key words
or phrases.
30. How much evidence is provided by the author?
Examine the claim for the amount of
supporting evidence that directly relates to
the claim. After reading the selection, you will
be asked to develop an outline showing the
claim and supporting arguments with
examples and factual statements.
31. Let’s annotate part of the text. Read the following
pages and copy the sections that include the claim
and supporting arguments. As you write them on
your paper, circle the claim and identify the
arguments and evidence.
• Circle the Claim
•Underline the supporting arguments
•Box in each type of evidence
32. Sugary drinks ban begs the question --
who has the right to decide what you
consume?
Published September 14, 2012 FoxNews.com
Consuming too much sugar can lead to obesity; few
people would argue to the contrary. Yet not
everyone agrees, as New York Mayor Michael
Bloomberg has repeatedly affirmed, that solving
nutrition issues is the right and responsibility of
the government. Unfortunately his latest proposal,
approved Thursday by the New York Board of
Health, will do nothing to solve obesity in New
York. Worse, it will further entrench the idea that
New York is bad for business.
33. According to a New York Times poll, the majority
of New Yorkers surveyed said they did not want
the proposed big-soda ban. Perhaps they
recognize that the ban is a complete waste of
money. There’s nothing to prevent customers
from purchasing multiple bottles of 16 ounce
drinks at restaurants or movie theaters.
Sweetened drinks in bottles greater than 16
ounces will still be available in grocery and
convenience stores. What the proposal will do is
inconvenience consumers by micromanaging their
drinks’ sizes.
34. Furthermore, the new regulations will hurt smaller
drink makers like Honest Tea, whose product is
sold in 16.9 ounce bottles—standard in the
industry—and has only 70 calories per bottle. While
larger manufacturers might be able to create
special bottles for New York City, some smaller
companies may not be able to do the same and will
simply have to suffer the loss of sales.
35. As Honest Tea CEO and co-founder Seth Goldman noted
in his Wall Street Journal op-ed, even if his company did
sell its product in special bottles for New York City, what
happens when city officials decide to arbitrarily reduce
allowable bottle sizes again?
36. Have you identified the author’s claim?
Write down the best arguments and evidence to
support the arguments as we read the pages again.
• Circle the Claim
•Underline the supporting arguments
•Box in each type of evidence
37. Sugary drinks ban begs the question --
who has the right to decide what you
consume?
Published September 14, 2012 FoxNews.com
Consuming too much sugar can lead to obesity; few
people would argue to the contrary. Yet not
everyone agrees, as New York Mayor Michael
Bloomberg has repeatedly affirmed, that solving
nutrition issues is the right and responsibility of
the government. Unfortunately his latest proposal,
approved Thursday by the New York Board of
Health, will do nothing to solve obesity in New
York. Worse, it will further entrench the idea that
New York is bad for business.
38. According to a New York Times poll, the majority
of New Yorkers surveyed said they did not want
the proposed big-soda ban. Perhaps they
recognize that the ban is a complete waste of
money. There’s nothing to prevent customers
from purchasing multiple bottles of 16 ounce
drinks at restaurants or movie theaters.
Sweetened drinks in bottles greater than 16
ounces will still be available in grocery and
convenience stores. What the proposal will do is
inconvenience consumers by micromanaging their
drinks’ sizes.
39. Furthermore, the new regulations will hurt smaller
drink makers like Honest Tea, whose product is
sold in 16.9 ounce bottles—standard in the
industry—and has only 70 calories per bottle. While
larger manufacturers might be able to create
special bottles for New York City, some smaller
companies may not be able to do the same and will
simply have to suffer the loss of sales.
40. As Honest Tea CEO and co-founder Seth Goldman noted
in his Wall Street Journal op-ed, even if his company did
sell its product in special bottles for New York City, what
happens when city officials decide to arbitrarily reduce
allowable bottle sizes again?
41. Goldman hits on a fundamental underlying
driver in Bloomberg’s proposal: if less sugar is
good, no sugar is better. Public health
advocates like Mayor Bloomberg assign value
judgments to products like sugar, fat, salt and
alcohol: bad in any measure. They see no
benefits to the consumption of certain
products. They believe that adults are unable
to make responsible decisions and control
their own consumption choices, so the
government must do it for them—in the name
of public health, of course.
42. The constant onslaught of regulation that has
been the hallmark of Bloomberg’s administration
could hurt New York’s economy by scaring away
new businesses. But there’s a much scarier
aspect to the mayor’s proposal. While it may be
silly to worry about whether we can still get our
super-sized sodas, it raises the very important
question of who has the right to make choices
about what an individual person consumes? And
when governments adopt “nudging” policies that
are meant to drive us to the choices lawmakers
want us to make, when does that become
control?
43. • While any product if consumed in great enough
quantities can cause negative health effects,
the greater danger we face as Americans is in
giving up the right to make our own choices.
Every person is different—including in their
dietary needs. It should be the sole
responsibility of each adult to determine what
foods his or her body needs to stay healthy—and
when to indulge their sweet tooth.
Michelle Minton is a Fellow in Consumer Policy Studies for the Competitive
Enterprise Institute and a contributor to Openmarket.org.
44. Check your notes and share your
information from the text. How did you
answer the following?
•According to the text…
•The author stated…
•For instance…
•For example…
•Because…
45. Share Your Annotations
• Read the claim you identified to the
class
• Read one of the supporting arguments
• Explain of type of evidence, if any, that
the author used
46. Let’s Talk
•How might you summarize the
article you just read?
•What was the author’s main point
in writing the article?
47. Verbalize Your Summary
Using several sentences, turn
to another student and tell
them the main point of the
article.
48. Quick Write
How might you summarize the article you just
read? Use a couple of sentences to write a
summary of the article.
Let’s Read About Logical Fallacies
Before We Reread the Article
49. You May Skip this Review
If you are clear on how to spot the slippery
slope fallacy, you can skip ahead to slide 72
and continue reading.
50. Let’s learn about logical fallacies before we
read this article for a second time.
Understanding how fallacies can be used to
convince readers to accept arguments with
little evidence, is essential for good reading
skills.
51. • In order to avoid manipulation by the author,
good readers learn how to detect poor
reasoning and faulty arguments. They are
able to identify the various logical fallacies
such as begging the question, strawman,
overgeneralization, slippery slope, and
others. During this lesson, we will study the
fallacy of slippery slope.
52. Slippery Slope Fallacy
If you give them an inch, next thing
you know they will take a mile!
A slippery slope fallacy attempts to discredit a proposed
idea by arguing that its acceptance will undoubtedly lead
to a sequence of events, one or more of which are
undesirable. Though it may be the case that the
sequence of events may happen, this type of argument
assumes that it is inevitable that several more
undesirable events will occur, all the while providing no
evidence in support of that. The fallacy plays on the fears
of the audience that taking one step in the direction of a
solution they do not want will lead to an even worse
outcome in the near future.
53. Slippery Slope Definition
Definition: The arguer claims that a sort of
chain reaction, usually ending in some dire
consequence, will take place, but there’s really not
enough evidence for that assumption. The arguer
asserts that if we take even one step onto the
“slippery slope,” we will end up sliding all the way
to the bottom; he or she assumes we can’t stop
partway down the hill.
54. Slippery Slope Example
•Example: “Animal experimentation reduces our
respect for life. If we don’t respect life, we are
likely to be more and more tolerant of violent acts
like war and murder. Soon our society will become
a battlefield in which everyone constantly fears
for their lives. It will be the end of civilization. To
prevent this terrible consequence, we should
make animal experimentation illegal right now.”
55. Slippery slope fallacy wants us to believe
that if an idea is implemented, it will
cause more objectionable things to
happen whether we like it or not!
56. The slippery slope argument suggests that if
you select an untested solution, the remedy will
cause the problem to get progressively worse.
57. If you implement this solution, things will
eventually get worse and the end result will be
horrible. However, there is no evidence to indicate
that his will be true.
58. Is this a slippery slope fallacy?
Why or Why Not?
If we allow the government to implement any gun control laws
such as background checks or assault riffle bans, before you
know it, ordinary citizens will lose their right to have any
weapons to protect themselves from criminals and the
government.
Go to Next Frame
59. Pair Share
Turn to your neighbor and discuss
your answer to this question.
If we allow the government to implement any gun
control laws such as background checks or
assault riffle bans, before you know it, ordinary
citizens will lose their right to have any weapons
to protect themselves from criminals and the
government.
60. Is this a slippery slope fallacy?
Giving the government the power to view people’s
telephone records in order to identify potential
terrorists should not be done because it will
reduce people’s right to privacy.
61. Pair Share
Turn to your neighbor and discuss
your answer to this question.
Is this a slippery slope fallacy argument?
Giving the government the power to view
people’s telephone records in order to
identify potential terrorists should not be
done because it will reduce people’s right
to privacy.
62. Is this a slippery slope fallacy?
"We've got to stop them from censoring
materials used in classrooms. Once they
start banning one form of literature, they
will never stop. Next thing you know, they
will be burning all the books!"
63. Pair Share
Turn to your neighbor and discuss
your answer to this question.
Is this a slippery slope fallacy argument?
"We've got to stop them from censoring materials used in
classrooms. Once they start banning one form of literature,
they will never stop. Next thing you know, they will be
burning all the books!"
64. Is this a slippery slope fallacy?
"We have to stop the tuition increase!
The next thing you know, they'll be
charging $40,000 a semester!"
Go to the Next Frame
65. Pair Share
Turn to your neighbor and discuss
your answer to this question.
"We have to stop the tuition increase! The next
thing you know, they'll be charging $40,000 a
semester!"
66. Quick Write
Think about one of the issues listed below and write an argument that
uses the slippery slope fallacy to convince people that if a
certain solution is chosen, it will lead to horrible consequences in the
future.
• Increasing school attendance one hour a day
• Requiring a 9:00pm curfew for anyone under 16
• Lowering the speed limit to 60mph on all freeways
• Lowering the drinking age to 19 years old
67. Sugary drinks ban begs the question --
who has the right to decide what you
consume?
Published September 14, 2012 FoxNews.com
Consuming too much sugar can lead to obesity; few
people would argue to the contrary. Yet not
everyone agrees, as New York Mayor Michael
Bloomberg has repeatedly affirmed, that solving
nutrition issues is the right and responsibility of
the government. Unfortunately his latest proposal,
approved Thursday by the New York Board of
Health, will do nothing to solve obesity in New
York. Worse, it will further entrench the idea that
New York is bad for business.
68. According to a New York Times poll, the majority
of New Yorkers surveyed said they did not want
the proposed big-soda ban. Perhaps they
recognize that the ban is a complete waste of
money. There’s nothing to prevent customers
from purchasing multiple bottles of 16 ounce
drinks at restaurants or movie theaters.
Sweetened drinks in bottles greater than 16
ounces will still be available in grocery and
convenience stores. What the proposal will do is
inconvenience consumers by micromanaging their
drinks’ sizes.
69. As you read the next page, look for the slippery
slope fallacy. Write down the phrase that suggests
such a fallacy. Explain why it is a fallacy.
Furthermore, the new regulations will hurt smaller
drink makers like Honest Tea, whose product is
sold in 16.9 ounce bottles—standard in the
industry—and has only 70 calories per bottle. While
larger manufacturers might be able to create
special bottles for New York City, some smaller
companies may not be able to do the same and will
simply have to suffer the loss of sales.
70. As Honest Tea CEO and co-founder Seth Goldman noted
in his Wall Street Journal op-ed, even if his company did
sell its product in special bottles for New York City, what
happens when city officials decide to arbitrarily reduce
allowable bottle sizes again?
71. Let’s Talk
• Which phrase do you think is an example of
the slippery slope fallacy?
• Explain why you believe the phrase is a
slippery slope fallacy.
72. Goldman hits on a fundamental underlying
driver in Bloomberg’s proposal: if less sugar is
good, no sugar is better. Public health
advocates like Mayor Bloomberg assign value
judgments to products like sugar, fat, salt and
alcohol: bad in any measure. They see no
benefits to the consumption of certain
products. They believe that adults are unable
to make responsible decisions and control
their own consumption choices, so the
government must do it for them—in the name
of public health, of course.
73. Take a Closer Look at the Text
• As you read the next page, identify what the
author says to move the argument away from
the sugary soda ban issue to another, bigger,
scarier issue?
74. The constant onslaught of regulation that has
been the hallmark of Bloomberg’s administration
could hurt New York’s economy by scaring away
new businesses. But there’s a much scarier
aspect to the mayor’s proposal. While it may be
silly to worry about whether we can still get our
super-sized sodas, it raises the very important
question of who has the right to make choices
about what an individual person consumes? And
when governments adopt “nudging” policies that
are meant to drive us to the choices lawmakers
want us to make, when does that become
control?
75. Discuss the Text
What did the author say to move the
argument away from the sugary soda ban
issue to another, bigger, scarier issue?
Go to the Next Frame and Check the Text
For the accuracy of your response.
76. The constant onslaught of regulation that has
been the hallmark of Bloomberg’s administration
could hurt New York’s economy by scaring away
new businesses. But there’s a much scarier
aspect to the mayor’s proposal. While it may be
silly to worry about whether we can still get our
super-sized sodas, it raises the very important
question of who has the right to make choices
about what an individual person consumes? And
when governments adopt “nudging” policies that
are meant to drive us to the choices lawmakers
want us to make, when does that become
control?
77. Do individuals in our society always get to
make their own choices? How about smoking
where you want, buying trans fat products,
wearing helmets and seatbelts, etc.
• While any product if consumed in great enough
quantities can cause negative health effects, the
greater danger we face as Americans is in giving up
the right to make our own choices. Every person is
different—including in their dietary needs. It should
be the sole responsibility of each adult to determine
what foods his or her body needs to stay healthy—
and when to indulge their sweet tooth.
• Michelle Minton is a Fellow in Consumer Policy Studies for the Competitive
Enterprise Institute and a contributor to Openmarket.org.
