Scientific Approach

Definition:

When an argument is made by presenting tests, statistics, diagrams and scientific jargon that lead the audience to a specific conclusion.

Examples:

“Achieve a 68 percent reduction of deep wrinkles in just six months.”

“The refractory index of our manufactured diamonds is very high, and the color dispersion is actually superior to that of mined diamonds.”

“Studies show that students who participate in musical education for at least five years have 28 percent higher math, language and reasoning skills.”

“The following graphic shows how supposedly controlled genetically altered food products contaminate our natural food chain on a daily basis.”

1. Do statistics arguments work on most people? What makes them effective?

2. You will notice that very few of the scientific arguments presented in advertisements have the details of the study or experiment included. Why is such information important? Why is it left out?

3. A company that sells indigestion remedies shows a simple cutaway outline of a mouth, esophagus and stomach being coated protectively by their product. Can such a product really work that way? Explain why or why not.

4. Now that you have answered #3 above, why would a company take the chance of insulting its customers’ intelligence? Why are such illustrations so powerful?

5. What does this technique have in common with appeal to authority?

Download a PDF file of the student handout, Scientific Approach.