Select a television or radio commercial (in a pinch a print ad may substitute) to analyze using the Toulmin model of argumentation. This exercise is designed to reinforce the elements of a proposition.
social sciences
Description
Toulmin
Model Assignment
Select a television or radio commercial (in a
pinch a print ad may substitute) to
analyze using the Toulmin model of
argumentation. This exercise is designed to
reinforce the elements of a proposition.
Step 1: Identify the primary claim the
advertisement makes. Think about what the
goal of the intended message is by first
defining the audience. Is the ad trying to
define a product, service, and/or outcome? Is
the advertisement trying to convince
you that one product, service, and/or outcome
is better than another? Or, is the
advertisement trying to persuade you to
change, continue, and/or switch to a
product, service, and/or outcome? It is vital
that you understand what level of
persuasion is taking place in the
advertisement before describing the support
offered in the ad.
Step 2: Describe the support used in the
advertisement. Does the advertisement
use emotional appeals, facts, statistics, or
testimony to support the claim? Does it
offer enough evidence to support the claim?
Remember to explain the reason you
believe the support is effective/ineffective.
Step 3: Identify the warrant that links the
evidence to the claim. Some warrants
are overtly stated within the text. Sometimes
the warrant is implied rather than
stated.
Step 4: Identify any further supporting
evidence, qualifier, rebuttal, or backing.
Step 5: Is the argument valid?
Instruction Files
ToulminModel.docx
12.9 KB
ToulminModelAssignment.docx
12.9 KB
