Download Quintilians` Argumentative Form

Quintilian’s Argumentative Form
As you begin to draft your essay, the following model for constructing arguments may be useful. You’ll find
that many successful persuasive essays contain some aspects of this model. This is not a set of rules, just a way
for you to generate ideas about how to structure your essay.
Part One: Introduction
The exordium, or introduction tells readers what the argument is about and why it’s relevant to the reader. Why
do people discuss this topic at all? What is the larger debate that your argument is a part of? You might
discuss the ubiquity of advertising or summarize the controversy surrounding it.
Part Two: Statement of Facts & Thesis
The statement of facts, or narratio, begins with background information. You might summarize the ways in
which ads appeal to consumers here, quoting from the readings. How, exactly, does advertising work? This
should lead into a thesis statement that the rest of the argument will develop. Your thesis ought to be an
extension of your background information—if ads appeal to consumers in a particular way, how do these
tactics produce the positive or negative impact you are positing in your thesis? You may want to divide the
proposition into several parts, presenting a brief outline of the points to be covered. The thesis should answer
the question—Does advertising have mostly positive or negative effects, and what are those effects?
Part Three: Proof
The proof may be the most important and longest part of your argument. It spells out the writer’s position and
elaborates it with reasons and evidence. Generally speaking, the strongest, most compelling evidence comes
last so that it will be freshest in a reader’s mind. P.I.E. paragraphs will be useful.
Point: What is the positive or negative impact you will be demonstrating in this paragraph?
Advertising has often promoted an antiquated stereotype of women—that they should stay in the home and
take care of the family.
Information: Describe a particular advertisement or type of advertising that proves your point.
The advertisement for Bon Ami Cleanser pictures two apparent housewives, one envying the other’s
bathroom cleanser: “Heavens Ann,” cries May, “ I wish I could clean up as quick as that!”
Explanation: How does the advertisement prove your point?
The Bon Ami advertisement perpetuates a female stereotype of dutiful domesticity in order to sell a product,
subtly asserting that women are being neglectful if they veer from their domestic duties—if, that is, they fail
to properly clean their homes with Bon Ami Cleanser. (A quotation from “Indictments” might then
reinforce this analysis.)
Part Four: Refutation
The refutation treats objections that others might raise to the position that the writer supports. Dealing with
opposing arguments so late in the essay can be tricky because writers easily can undermine themselves, but
they also can strengthen their case and credibility if they treat opponents fairly, acknowledge or minimize
legitimate differences, and construct powerful counterarguments. Again, P.I.E. paragraphs will be useful.
Don’t present opposing arguments without refuting them!
Part Five: Conclusion
The conclusion summarizes the main points of the argument and urges readers to adopt the writer’s position.
Emotional appeals—appeals to the reader’s compassion, anger, etc.—may be useful.
NOTE: You might also vary this structure by integrating related points from your proof and your
refutation into the same paragraph. That is, you could evaluate two related sides of the debate,
refuting one and confirming the other in a single paragraph. Here’s a sample topic sentence:
While some assert that advertising has often promoted an antiquated stereotype of women, most
contemporary advertising has responded to changing gender roles with updated images of women.