Blog Post 6 - Chapter 7

           Chapter seven was especially informational because it provided a detailed explanation of the different forms of evidence and the specific ways to utilize them. In most arguments, we are often quick to respond to opposing viewpoints by asking the other party for evidence for their claims. However, it was not until reading this chapter that I understood what evidence entailed. The text defines evidence as “support for a claim that the arguer discovers from experience or outside authority” (Rieke, Sillars, & Peterson, 103). In other words, evidence is the use of personal or external authority to gain adherence for a claim. The text also identifies three different forms of evidence. They are examples, statistics, and testimony (Rieke, Sillars, & Peterson, 103).

            While learning about the differences between each form of evidence, I was reminded of how most political ads usually contain all three of them. First, examples are “undeveloped instances used in an argument by generalization” (Rieke, Sillars, & Peterson, 103). Essentially, examples are occurrences that already exist without having to be formulated. In most political ads, the central claim is that voting for the candidate is good for the state. The examples provided are usually instances where the candidates have done well for their constituents. Examples such as voting on bills that are favorable to the state or pushing for local issues in Congress are very powerful forms of evidence. Knowledge that candidates have done something before will likely convince voters that they are likely to do it again. Nonetheless, merely providing examples of how candidates have advocated for their constituents rarely gains the level of conviction needed for voting. The second form of evidence, statistics, is one way to expand on examples. Generally, statistics are numeral summaries of examples (Rieke, Sillars, & Peterson, 105). In a political ad, if the example of the candidate voting on a bill to lower taxes is used, the example is usually accompanied with a statistic saying that taxes have lowered by a certain numerical percentage since the passage of that bill. With hard numbers, voters will be more convinced of the candidate’s effectiveness. Lastly, while some voters might be persuaded by logos alone, others might require appeals to ethos and pathos. This is where the third form of evidence, testimony, fills the gap. Testimony is the statement of another person that is used to support a claim (Rieke, Sillars, & Peterson, 108). In most political ads, the endorsements of other politicians or voters are usually quoted. As voting with their community’s best interests in mind is still how many voters choose their representatives, hearing from other voters might compel them to vote for the candidate as well.

            While much discussion has been awarded to the various forms of evidence, using evidence appropriately is equally as important. The text lists numerous ways that evidence can be effectively utilized. One of the ways that political ads successfully use evidence is by using only relevant instances (Rieke, Sillars, & Peterson, 110). If a politician’s constituency is in a rural part of the state, using examples of her supporting urban development might not be effective. Similarly, using comparison to clarify statistics (Rieke, Sillars, & Peterson, 114) is another way that politicians differentiate themselves from their opponents. Showing the percentage by which taxes might change under the other candidate might illustrate how much better a politician is. Hence, although political ads use all three forms of evidence, this, alone, is not what makes them effective. It is only if these forms of evidence are used in the right ways that political ads can gain adherence.

Sources:

Rieke, R.D., Sillars, M.O., & Peterson, T.R. (2013). Argumentation and critical decision making. 8th ed., New York: Pearson.