| As a starting point to defining a structural approach toward real world persuasive writing for ESL purposes, this study examines what makes a Public Relations (PR) case study persuasive at the structural level of sentences and paragraphs.;It analyzes two actual PR case studies to see to what degree they contain Toulmin's basic components of persuasive argument (data, claim, warrant, backing, rebuttal, and qualifier), and to what extent they use his arguments for Evaluative Claims (Generalization, Classification, Parallel Case, Analogy, Authoritative Argument, and Motivational Argument).;The two case studies, which were published by trade journals and magazines, are marked and categorized for recurring patterns, and analyzed for persuasive impact. The basic components of argument are noted in the two case studies, as are all arguments for Evaluative Claims, except Parallel Case and Authoritative Argument. This study suggests possible future applications and adaptations of the components of persuasive argument, as well as arguments for Evaluative Claims, for ESL use. |
