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TOPIC: ARGUMENT14 - The following appeared in a memo from the owner of Green Thumb Gardening Center, a small business serving a suburban town.
"There is evidence that consumers are becoming more and more interested in growing their own vegetables. A national survey conducted last month indicated that many consumers were dissatisfied with the quality of fresh vegetables available in supermarkets. And locally, the gardening magazine Great Gardens has sold out at the Village News stand three months in a row. Thus, we at Green Thumb Gardening Center can increase our profits by greatly expanding the variety of vegetable seeds we stock for gardeners this coming spring."
WORDS: 394
TIME: 00:30:00
DATE: 2009-6-22 15:05:47
In this argument, the author ambitiously believes that they, Green Thumb Gardening Center, can increase their profits by the means of expanding various vegetable seeds they stock for gardens this coming spring. The belief is based on three aspects: consumers are increasingly interested in growing their own vegetables; many consumers were not satisfied with the quality of fresh vegetables; the gardening magazine Great Gardens has sold out at the local Village News stand three months in a row. However, the deduction appears too optimistic to be true.
First of all, increasing consumers who want to grow their own vegetables may be evident, but it can not prove that the sales of vegetable seeds will increase correspondingly. According to supply-demand relations, if more consumers grow their own vegetables and then buy less or little vegetables from markets, the producers or retailers will adjust to this declination and produce or sell other products. Since the gross consumption of vegetables remains still, no variable would boost the sales of vegetable seeds.
Similarly, the survey revealing many consumers' dissatisfaction with the quality of fresh vegetables in supermarkets fail to solidify all consumers attitudes to the quality of fresh vegetables in all markets, needless to say that those unhappy consumers are more likely to buy vegetable seeds and grow their own vegetables. Thus, a national case can not be applied universally or specifically to a local occasion, which is to say, those consumers involved in the survey may not cover residents in the suburban town at all.
Last but not least, it was mentioned that the gardening magazine Great Gardens has sold out successfully, but it did not cover some other related factors, for instance, the total number of issue, or the target audience. If the demand of this magazine outstripped its supply, it would soon be sold out. If the target audience were mainly vegetable producers, the sales had little relations with individual gardeners.
In sum, the conclusion reached in this argument is hasty and unconvincing. To make it logically acceptable, the author need to take more factors into consideration and prove the cause-and-effect relations of consumers' interest and attitude toward fresh vegetables and the sales of vegetable seeds. To further solidify the deduction, the arguer should point out the necessary relations of increasing sales and increasing profits. Otherwise, the arguer is simply begging the question all the time.
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