Self-study
Executive: We recently ran a set of advertisements in the print version of a travel magazine and on that magazine's website. ██ ████ ██████ ██ ███ ███ ██████ ███████████ █████ ████████ ████████ ██ ███ █████ ████ ████████ ██ █████ ████ ████████ ████████ ██ ███ ███ ██ ███ ███████ ███ ████ ████ ███████ ████ ██ ███████ ███ ███████ ████ ██ █████████ ████ ████████ ████████ ██ ███ █████ ███ ███ ████████ █████ ███ ██ █████
Summarize Argument
The executive concludes that consumers’ response to a recent run of print ads in a magazine was probably below the average response to print ads. In support, the executive points out that the consumer response to digital ads on the magazine’s website was below the average response to digital ads.
Describe Method of Reasoning
The executive draws an analogy between two similar cases (print ads and digital ads) to justify drawing conclusions about one based on evidence from the other. This is how the executive comes to a conclusion about the response to the print ads based on response statistics from the digital ads.
6.
The executive's reasoning does which ███ ██ ███ ██████████
a
bases a prediction ██ ███ █████████ ██ █ ██████████ ██ ███████████ █████ ███ █████████ ██ ████ ████████████ █████
The executive doesn’t make predictions based on the cause of a phenomenon. There’s no discussion at all about the “intensity” of whatever might have caused a poor response to the ads.
b
uses information about ███ ███████ █████████ ██ ██████ ██ █ ███████ ████ ██ ████ █ ██████████ █████ ███ ███████████ ██ █ ██████████ █████ ██ ████ ████
The executive doesn’t draw conclusions about a particular event based on the typical event of that kind. The executive’s conclusion about a particular case, print ads, is drawn from evidence from another particular case, digital ads, which is claimed to be analogous.
c
infers a statistical ██████████████ ████ ██████ █████ █ █████ ██████ ██ ████████ █████████
The executive doesn’t make any generalizations, and only ever discusses two specific instances—definitely not a large number.
d
uses a case ██ █████ ██████ ████████ ██ █████████ ██ ████ █ ██████████ █████ ██ █████████ ████ ██ █████ ██████ ████████ ██ ███████████
The executive uses the case of digital ads, for which direct evidence of poor consumer response is available, to draw a conclusion that the consumer response was also poor for print ads. This is necessary because there’s no direct evidence about the print ads.
e
bases a prediction █████ ██████ ██████ ██ █████ █████ ██████ ██████████ ██████
The executive doesn’t make any future predictions, instead only drawing a conclusion about one recent event based on an analogy to another recent event.