This document discusses evaluative arguments. It explains that evaluative arguments rely on judgements and appraisals regarding quality or performance. Examples of informal evaluative arguments include awards shows, beauty pageants, and political opinion polls. The document outlines how to recognize when an argument is evaluative by examining if it makes a judgement, challenges a judgement, or explores criteria. It also discusses using quantitative and qualitative criteria in evaluations and the importance of establishing and defending the criteria used. The document provides tips for developing an evaluative argument such as anticipating questions about claims and criteria.

1. Arguments of Evaluation
English 104

2. Understanding Evaluations
Evaluative arguments rely on judgements and appraisals, often
regarding quality or performance
Informal evaluative arguments take place daily
Examples: awards shows, beauty pageants, best- or worst-dressed
celebrities, literary prizes, political opinion polls, elections

3. Understanding Evaluations
You’re entering into an argument of evaluation when you:
Make a judgement about quality
Example: Citizen Kane is probably the finest film ever made by an
American director.
Challenge such a judgement
Example: Citizen Kane is vastly overrated by film critics.
Explore criteria for evaluative judgements
Example: Criteria for judging films are evolving as the production and
audiences of films become ever more international.

4. Criteria for Evaluation
Criteria for evaluation: the standards that are established for
judgement
When formulating an argument of evaluation, be aware of
the criteria that you’re using
Example: What exactly makes an idea, a work of art, or a
product “good” or “bad”? What exactly makes a person a
“good” or “bad” candidate?

5. Characterizing Evaluation
Quantitative Evaluations – rely on hard evidence, i.e.
criteria that can be measured
Example: A car is faster, smoother, quieter, or more fuel-
efficient than another.
Qualitative Evaluations – rely on criteria that cannot always
be measured objectively, such as values, traditions, and
emotions
Example: A car is more beneficial, more convenient, more
attractive, more ethical (eco-friendly) than another.

6. Characterizing Evaluation
An argument of evaluation might make use of both
quantitative evaluations and qualitative evaluations
Example: What makes a movie great?
Quantitative evidence: Overall revenue, box office sales, popularity
polls, number of awards won
Qualitative evidence: Societal impact, cinematic technique, dramatic
structures, intelligent casting, acting styles
Convince the reader to accept the markers of quality that
you have chosen and defend your criteria of evaluation

7. Developing an Evaluative Argument
Once you’ve established a claim, pay special attention to the
criteria and evidence you’ll use to support it
Anticipate readers asking difficult questions
Example:
Claim: Apple’s iPad is a top-selling personal technological device because of
its amazing performance.
Anticipated reader questions: What exactly does that mean? What makes the
iPad “amazing”?
Quantitative Evidence: iPad gives access to email and the Web, has high-
resolution screen, many applications, is also an e-reader
Qualitative Evidence: iPad user’s experience, enjoyment, feelings of
productivity (can be supported using owners’ testimonies)

8. Developing an Evaluative Argument
Presenting Evidence
Generally, the more evidence in an evaluation the better, as
long as the evidence is relevant and well explained
Select evidence that is most likely to influence your readers
Usually, the best evidence is specific, detailed, memorable, and
derived from credible sources

9. Developing an Evaluative Argument
Extras
Designs and visuals
Example: Tables, charts, graphs, or infographics
Can help to illustrate quantitative evidence, such as statistics
Helpful when comparing items
Can make the information more accessible to readers

10. Works Cited
Lunsford, Andrea A., John J. Ruszkiewicz, and Keith
Walters. Everything’s an Argument with Readings. 6th
ed.
New York: Bedford/St. Martin’s, 2013. Print.