This document provides information about argumentation and rhetoric. It discusses various techniques used in propaganda like name calling and glittering generalities. It also discusses classical approaches to argument from Aristotle and Toulmin. The document then provides guidance on how to analyze texts, develop evidence-based claims, and construct persuasive arguments through techniques like creating a persuasive essay outline or infographic. Key sources discussed include George Hillocks Jr., Aristotle, and Stephen Toulmin.

1. T
Deborah Kozdras: University of South Florida
Stavros Center
Visual Texts and
Deborah Kozdras:
dkozdras@usf.edu
USF Stavros Center
Arguments About Benjamins:
From Propaganda to Rhetoric

2. George Hillocks Jr.: Teaching
Argument Wri0ng

4. Thesis
Argument
Evidence
Refuta@on
Conclusion

5. hGp://
www.propagandacriIc.com/
arIcles/intro.ipa.html

6. Card Stacking
Focus on best features. Leaves out problems or faults.

7. TesImonial
Well known person endorses good or service.

8. GliGering GeneraliIes
Use words or ideas that evoke an emoIonal response.

9. Transfer
Relates product to someone or something we like.

10. Plain Folks
Uses regular people to sell a good or service.

11. Bandwagon
Asks people to “join the crowd” because “everyone is doing it.”

12. Name Calling
Connects a person, product or idea to something negaIve.

13. Aristotle: The Art of Rhetoric
From Aristotle to early 20th century, arguments
derived from syllogisms (set of premises):
– Major Premise: All men are mortal
– Minor Premise: Socrates is a man.
– Conclusion: Therefore, Socrates is mortal.

14. Man Cannot Live By Logic Alone . . .
Major Premise: Debts must be paid in full.
Minor Premise: Antonio owes Shylock a pound of flesh.
Conclusion: Therefore, Antonio must pay his debt.
Problem: In most disciplines we do not have premises
we know to be absolutely true.

16. Analyze the InformaIon

17. Close Reading for a Purpose
• Argument: Based on
evidence in “All About
the Benjamins” create
an argument (essay or
infographic) about the
importance of thri.

18. Purposeful Reading
Why am I even reading this?
• Establish a purpose for
reading.
• Is this informaIonal or
argument wriIng?
• Predict: words/
illustraIon
• Key vocabulary

19. Evidence and Claims
• What evidence does
author provide
explicitly about
thri?
• What claims does
author make
implicitly?
• What techniques
does the author use
to make an
argument?
• PoliIfact

20. Create a Persuasive Text About Thri
• Text marking for
textual or visual
evidence
• Double Entry Journal:
quote + ideas
• Discussion
• Dra/Quickwrite/draw

21. Persuasive Essay
Persuasion Map
1.
2.
3.
Goal or Thesis: Conclusion:
1a.
1b.
1c.
2a.
2b.
2c.
3a.
3b.
3c.
Goal or Thesis: A goal or
thesis is a statement that
describes one side of an
arguable viewpoint. Write
your own goal or thesis here.
Main Reasons: Briefly state three
main reasons that would convince
someone that your goal or thesis is
valid.
Facts or Examples: Write
three facts or examples to
support each of your main
reasons and validate your
goal or thesis.
Conclusion: Conclude your
argument by summarizing the most
important details of the argument
and stating once again what the
reader is to believe or do.
Name:________________________________________________ Date:_____________________________

22. Infographic: InformaIonal
• hGp://

23. Infographic: Persuasive Text

24. Pro or Con: Do you Agree With Benjamin Franklin?
Why or Why not?
Other Texts
• Generate quesIon/
catchy topic for your
argument.
• Record facts you will
use and find other
media to support/add
• *include other texts

25. Create an Argument for Saving or Spending.
Other Texts
• Generate quesIon/
catchy topic for your
argument.
• Record facts you will
use and find other
media to support/add
• *include other texts

26. Building an Argument
Here are my reasons!
1. _________________
_________________
_________________
2. _________________
_________________
_________________
3. _________________
_________________
_________________
You could argue that…
_____________________
_____________________
_____________________
_____________________
_____________________
. . .but here is the
weakness . . .
_____________________
_____________________
_____________________
Here is what I think . . .
PRO
CON
When you weigh all the evidence
you conclude that . . .
Evidence to back up my reasons
Strong Finish!
______________________________________________
______________________________________________
______________________________________________

27. Stephen Toulmin: The Uses of Argument

28. Owl Purdue

30. Stavros.coedu.usf.edu