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Find the (6) main elements of the Toulmin Model in the Advertisement on page two. · What is the claim? Find it by completing the sentence, “The advertiser wants me to believe I should….“ · What is the support/data? Find it by completing the sentence, “The advertiser wants me to accept this because….“ · What are the warrants? Find them by asking the following question “What does this advertiser think the audience believes when it comes to selecting a car?“ · Is there backing which supports the warrants? Ask, “Does the advertiser supply any additional information that would make it easier for me to accept the warrants?“ · Is there a rebuttal? Ask, “Are there other views implicitly or explicitly represented in the ad that would address a potential short-coming of the product?“ · Is there a qualifier? Ask yourself if there is any qualifying language that would imply the product may not meet its standards.

Paper For Above instruction

The analysis of an advertisement through the Toulmin Model involves identifying six critical elements: claim, support/data, warrants, backing, rebuttal, and qualifier. These elements collectively help to understand the persuasive strategy used by the advertiser and assess the strength of the argument presented.

The claim in an advertisement is the core message or the main point that the advertiser wants the consumer to accept. For instance, if the advertisement promotes a specific car model, the claim might be, “This car is the best choice for safety and reliability.” The claim addresses what the advertiser wants the audience to believe or do after viewing the ad.

The support or data provides evidence or reasoning to back up the claim. This could be in the form of statistics, expert testimonials, or visual cues. For example, an ad might show crash-test results or use testimonials claiming the vehicle’s superior safety features. The support justifies why the audience should accept the claim, such as “This car has the highest safety ratings among all models in its class.”

The warrants are the underlying assumptions that connect the support to the claim, often reflecting the audience’s beliefs or values. For instance, the ad might assume that the audience values safety above all else when choosing a vehicle. The warrant might be, “People who prioritize safety should choose this car.” This element reveals what the advertiser believes the audience already believes or values concerning the product category.

Backing provides additional support that reinforces the warrants. If the ad includes expert certifications, awards, or in-depth performance data, these serve as backing. For example, “This vehicle has been awarded the highest safety designation by independent testing agencies,” makes it easier for consumers to accept the warrant that safety is a priority. Without sufficient backing, the warrants may appear unsubstantiated or weak.

The rebuttal addresses potential objections or alternate views and demonstrates the advertiser’s anticipation of consumer doubts. For example, the ad might acknowledge that “While this car may be higher priced than competitors, its safety features outweigh the cost,” thereby preemptively countering concerns about price. The inclusion of rebuttal elements strengthens the persuasiveness of the ad by showing how potential criticisms are addressed.

The qualifier introduces language that limits or conditions the claim, such as “might,” “possibly,” or “in some cases.” It suggests that the claim may not be universally true or that the product’s effectiveness depends on certain conditions. For example, “This car is the safest choice for most drivers,” qualifies the claim by indicating it may not be the best for all circumstances, thus adding nuance and credibility.

Overall, analyzing an ad through the Toulmin Model reveals how persuasive devices interplay to convince the consumer. The claim, supported by data and backed by warranties, reinforced with rebuttals and qualifiers, creates a comprehensive argument that appeals to the audience’s values and beliefs, ultimately influencing their decision-making process.

References

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