The theory and practice of argumentation and debate

by Victor Alvin Ketcham

B. Pleasure.

The average person is inclined to accept that which is pleasing to him and reject that which is displeasing. In the construction of the proof we have been trying to keep interest alive by presenting our subject in an interesting manner. In the conclusion we must sum up this matter in such a way as to conform to the pleasure of those addressed. The building of a new theatre, a town hall, or a park may be made to appeal to many interests of the community, but after all is said the fact remains that the main justification for such buildings rests upon the pleasure which they give to individual members of the community. As in the case of convenience, this element of pleasure may be utilized with practical results in the closing plea.

C. Profit.

The strongest appeal to self-interest can be made by showing that the action advocated will result in profit to the individual. By showing that a proposed plan of taxation will result in lowering the yearly amount of tax which John Jones will have to pay, you will probably secure the vote of John Jones in favor of your proposition. By showing that the purchase of a potato digger will increase the amount of money which a farmer can make raising potatoes, you have gone far toward convincing that farmer that he should buy a potato digger. By showing that consolidation will yield greater profit to the business man you have done much to persuade him to join the combination. By showing that the lowering of the tariff schedule will reduce the cost of living you may induce many persons to advocate a lower tariff. In every argument self-interest plays an important part. The conclusion should therefore leave firmly fixed in the mind of the reader or hearer the fact that the action advocated will be for his best interests.

3. Jealousy, vanity, and hatred.

An appeal to the baser passions of mankind is not to be commended. Nevertheless, we are here treating of real arguments in a real world. Since the end of argumentation is action, and since jealousy, vanity, and hatred are motives which stir men to action, we must consider them. Personal motives may furnish subsidiary inducements to action. The jealousy which one business man feels toward his competitor may induce him to adopt new methods of doing business in order that he may outdo his rival. The vanity which a manufacturer feels in the superiority of his goods may be the determining factor in the adoption of improved machinery. The hatred which the honest citizen entertains for boss rule may be the determining factor in deciding the way he will vote. The ingenuity of the student must be employed in trying to fathom the unseen causes which guide the activities of his fellows.

4. Ambition.

The ambition of an individual to excel in his business, trade, or profession; the ambition of a community to have the best social and educational advantages; and the ambition of a nation to outreach the world in trade and commerce, may all form the substantial basis for action. By appealing to this praiseworthy ambition the emotional element is added to the element of intellectual conviction.

5. Generosity.

Every human being is moved at times by generous impulses which may arise from a variety of causes. The arguer should study these causes and attempt to stimulate the impulses. Dignify the position of those to whom the appeal is made by showing them that they can well afford to be generous.