*use the Studebaker ad included in the uploaded files as the advertisement for this paper*
1. State specifically what argument the advertisement makes, supplying where necessary any missing premises, and setting out the argument in standard form. Example The Tuff-Shed company is arguing that its product is better made than its competitors and therefore is the brand to buy. Their argument can be construed to say:
If you want the best made shed, then you should buy a Tuff Shed
You do want the best made shed
Therefore, you should buy a Tuff Shed
Neither the premises nor the conclusion is stated in the ad, merely illustrated.
2. Identify the kind of argument being made i.e., is it inductive or deductive? Is it an inductive generalization, a statistical syllogism, a conditional argument, or what? Example The Tuff Shed argument is a deductive conditional one in which the antecedent of the conditional premise is affirmed.
3. Critique the argument, that is, tell me how good the argument is. If you think it has problems, identify what they are. Example The Tuff Shed argument is valid; that is to say, if the premises are true then the conclusion must be true. This is because the second premise affirms the antecedent of the first premise, and affirming the antecedent is a valid argumentative form. On the other hand, the ad makes the following assumptions: first, it mentions only quality as relevant to which prefabricated building someone purchases. Quality is important, but if the best quality is very expensive and an only slightly inferior quality building costs much less, it might make sense to buy the inferior brand. Second, the qualities displayed by the Tuff Sheds illustrated in the ads are not relevant to any likely use to which they might be put. A prefabricated building might be perfectly adequate for normal use even if its structure wont allow motorcycles to be driven on the roof or for a load of heavy pumpkins to be dropped on it. Finally, the sheds that did not stand up to the Tuff Shed demonstration may not be a representative sample of the other sheds on the market. The sample is very small only one other shed is shown in each ad and the brand tested may be from the extreme low end of products available, thereby making the sample not only very small but possibly biased as well. Besides, both non-Tuff Sheds looked as if theyd had a lot of use. After years of wear and tear maybe a Tuff Shed wouldnt stand up to the motorcycle or the pumpkins either.
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