GMAT Essays (AWA)

Argument:
The following appeared as part of a campaign to sell advertising time on a local radio station to local businesses.
"The Cumquat Café began advertising on our local radio station this year and was delighted to see its business increase by 10 percent over last year's totals. Their success shows you how you can use radio advertising to make your business more profitable."

Analysis:
The argument states that a café had increased its profits because of advertising on radio. Advertising is a marketing strategy that has its advantages and disadvantages. But whether people believe advertising or not is the question. In the preceding statement the author claims that"Their success shows you how you can use radio advertising to make your business more profitable." Though this claim may well have merit, the author presents a poorly reasoned argument, based on several questionable premises and assumptions and based solely on the evidence the author offers we cannot accept his argument as valid.

The primary issue in author's reasoning lies in his unsubstantiated premises. The Cumquat Café began advertising on local radio, due to which its profits increased by 10 percent is not necessarily true as the reason for increase in profits can be other sources for eg: increase in variety of products offered, or decrease in prices or because of giving discounts etc. Radio advertising cannot be considered as the only factor for their success. The author's premises, the basis for his argument, lack any legitimate evidentiary support, and render his conclusion unacceptable.

In addition, the author makes several assumptions that remain unproven. The author assumes that because cumquat café was successful because of local radio, other café's will also be successful. Furthermore, the rise in profits from last year may be due to other factors, for eg; people may talk about the café with their friends, colleagues, etc. Also, there is a possibility that Cumquat café may be using other means of advertising including radio, for eg; newspapers, televisions, etc. The author weakens his argument by failing to provide explication of links between Increase in profits and success because of radio he assumes exits.

While the author does have some key issues in his premises and assumptions, that is not to say that the entire argument is without base, the author can provide more examples to support his argument. The local radio can conduct a interview with Cumquat café, where the café owner can agree, that the advertising on radio has been beneficial. In addition to this, the local radio can ask people visiting Cumquat café, that how did they come to know about the café. Though there are several issues with the author's reasoning at present, with research and clarification, he could improve his argument significantly.

In Sum, the author's illogical argument is based on unsupported premises and unsubstantiated assumptions, that render his conclusion unacceptable. Relating success and increase in profits to advertising, cannot be considered as the only factor. If the author truly, hopes to change his reader's mind, he would have to largely restructure his argument, fix the flaws in his logic, clearly explicate his assumptions, and provide evidentiary support. Without these things, his poorly reasoned argument will likely convince few people.