Argument helps to establish the quality of information, while evidence can be used to weaken or strengthen arguments. Actually, evidence can be viewed as the proper information, some important facts presented in the form of video, photographs, documents, test results, statistical data, etc. Argument is the analysis of these facts from the point of view of a writer/ author/ speaker. Evidence helps to persuade the readers/ or viewers/ or listeners. In general, evidence is used to support arguments (Rainbolt & Dwyer 295). For example, in persuasive speech, the strong evidence should be developed to support the argument. The strong evidence comes from well-respected source and should be recent and valid. Besides, the strong evidence should be relevant to the argument and persuasive for the audience (Verderber et al. 395). Causal arguments address causes (reasons) and effects (results).
There are many examples of causal arguments in popular culture. The commercial video “Hard Times” a Coca Cola found on YouTube helps to better understand the type of support that could be used to prove the claim. “Hard Times” a Coca Cola commercial features several characters from The Simpsons, including greedy billionaire C. Montgomery Burns. Mr. Burns has lost both his fortune and his belongings, but he has a chance to learn how to appreciate the simplest pleasures of life. This chance is given by such product as Coca Cola. The argument that the “Hard Times” a Coca Cola commercial makes is causal. When an individual faces the loss of fortune, Coca Cola can help to take a fresh look at his life. In other words, drinking Coca Cola affects the individual, who faces the loss of fortune, helping him to solve his problems in a simpler way. It implies the cause and the effect. This statement means that one particular event causes another particular event. Drinking Coca Cola leads to happiness in life.
The evidence that the argument (commercial) provides includes a variety of life scenes, which involve happy faces of people drinking Coca Cola, laughing children, the policeman and the criminal walking together, etc. In this case, Coca Cola stands for the “open happiness.” According to what I know about evidence, the commercial feature good and strong evidence to support the product claims. First of all, the evidence comes from well-respected source, The Simpsons, one of the most popular and the longest-running scripted shows in American television history. Secondly, it is recent and valid. Thirdly, the evidence is relevant to the argument and persuasive for the audience. The target audience can easily agree with this position. All people in Springland favor Coca Cola. They drink Coca and forget about their problems. This fact means that Coca Cola makes people happier. In addition, the cause and effect claim is supported in the commercial.
Thus, it is necessary to conclude that the evidence presented in the commercial Hard Times” a Coca Cola is strong enough to support the argument. Actually, this commercial helps to promote product on the market. Coca Cola stands for the “open happiness”. The causal argument used in this commercial addresses causes and effects of buying Coca Cola.
“Hard Times” a Coca Cola Commercial. YouTube. 17 February 2012. Available from:<http://youtu.be/BKQEqZSLgo0>
Rainbolt, George & Dwyer, Sandra. Critical Thinking: The Art of Argument: The Art of Argument. Cengage Learning, 2010. Print.
Verderber, Kathleen; Verderber, Rudolph; Sellnow, Deanna. Communicate!. Cengage Learning, 2009. Print.