Page 148 - TX_Marketing 2_M1_v2

More than likely, however, it probably means that you are not offering your audience

the correct premises. You have not narrowed down your evidence and properly
concluded exactly what someone needs to arrive at the same deduction that you

have. In such a case, logos is not an available means of persuasion.

Our ability to judge the logical validity of PRESENT information forms the foundation

of accessing logos. Given this, let's practice! The following section will outline a series

of arguments. Read the arguments (which are presented in paragraph form) and
then choose either "logical" or "illogical." Remember—we're not trying to decide if

they are "true;" we're trying to decide if the connections are logical and clear.

Example 1

X has two legs. Things with two legs are "bi-pedal." X is "bi-pedal."

Logical Incomplete

Feedback:
Although short, this "paragraph" makes a "valid" claim. Now it might be that there

are other factors that the information PRESENT is not considering. However, the

PRESENT information illustrates a logical deduction. The person writing this
argument could use logos to persuade people that "X is bi-pedal."

Example 2

We currently spend 90 percent of our budget on printed text advertisements and

only 10 percent on television commercials. The cost of printed text has sky-rocketed,
while the cost of television commercials is at an all-time low. We calculated that we

can reach more people via television than via newspaper with the same amount of

money because statistically, fewer people in Neighborhood X read the paper than
watch television.

TX Marketing II: Negotiation Techniques 147