ABSTRACT
In order to successfully create and evaluate persuasive messages, we must understand various elements of reasoning and types of evidence. In this chapter, we cover the need to adapt messages as well as the use of arguments of policy, fact, and value as tools of persuasion. Stock issues of need, solutions, practicality, and comparative advantages play key roles in effectively evaluating persuasive arguments we encounter. We offer explanations of the various types of evidence you may encounter or use for persuasive messages, as well as fallacies of argumentation. Persuasion is largely about judgment of the messages we create and receive and less about certainty. Through understanding reasoning and evidence, we hope to move one step closer to certainty.
