A第一篇 1号（新手求罩）

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1.The following appeared in a memorandum written by the vice president of Nature's Way, a chain of stores selling health food and other health-related products.

"Previous experience has shown that our stores are most profitable in areas where residents are highly concerned with leading healthy lives. We should therefore build our next new store in Plainsville, which has many such residents. Plainsville merchants report that sales of running shoes and exercise clothing are at all-time highs. The local health club, which nearly closed five years ago due to lack of business, has more members than ever, and the weight training and aerobics classes are always full. We can even anticipate a new generation of customers: Plainsville's schoolchildren are required to participate in a 'fitness for life' program, which emphasizes the benefits of regular exercise at an early age."

以前的经验显示，我们的商店在那些居对健康生活高度关注的地区是盈利最多的。因此我们应该把下一家连锁店开设在Plainsville，那里有很多这样的居。Plainsville的商家报告说运动鞋和运动衣的销售处于历史高点。当地一家五年前因缺乏客源而濒临倒闭的康体俱乐部现在的会员比以往任何时候都多，减肥训练和体操班总是满员。我们还可以预见到新生代的顾客群：Plainsville的在校学生被要求参加一个叫做"终生健康"的项目，它强调从小开始经常锻炼的好处。

In this argument, the author claims that next new store of NW should be built in Plainsville. To substantiate his opinion, the author cites his experience that the profit of NW's stores is relative to the level of residents' care about health. Additionally he lists several facts to prove that people in Plainsville are highly concerned with leading healthy lives. The argument does make some sense at first glance. On meticulous reflection, however, several critical fallacies undermine the argument.

First, the author provides the fact that sales of running shoes and exercise clothing are at all-time highs, which is reported by Plainsville merchants. Those merchants address this report to NW might just want NW to build a store in Plainsville and this probably stimulates their own business. Even if we concede that merchants in Plainsville are reliable, we cannot reach any conclusion about people's care about healthy live in Plainsville by this information. There is a chance that residents purchase running shoes and exercise clothing  just because sport closing is the latest fashion of this year. People who enjoy chasing trend might buy many running shoes and exercise clothing while they never care about their health. In addition, the sales of running shoes and exercise clothing may be very low previously. Nowaday it just rises a little. This cannot be the evidence of the residents' care about healthy life.

Secondly, the popularity of the local health club is little indication that NW will earn a profit from a store in Plainesviile. Maybe the club's members just want a place to meet and chat. Even if most members are really concerned with their health, there may be only one health club in Plainsville and it might be quite small. Then those members might be insufficient in number to ensure a profit for the store.

Last but not least, the fact that Plainsville's schoolchildren are required to participate in 'fitness for life' programe still cannot support the author's point of view. Participating in 'fitness for life' programe doesn't mean Plainsville's schoolchildren will be costomers of NW. There might already be many health food stores in Plainsville and some of them may have built a close relationship with residents. If so, it's quite possible that Plainsville's new generation don't need NW's products. There is no market researching information about health food in Plainsville, so we cannot draw a conclusion hastely.

To sum up, though the argument seems to be plausible, in fact, it is neither sound nor persuasive. Not only does it leave out such key issues, but also cites in the analysis the evidence, which does not lend strong support to what arguer claims. To make this argument more appealing,  the author should have to offer more information with regard to residents' life habits and health food market in Plainsville.