TOPIC: ARGUMENT1 - 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."
The argument that building a new store in Plainsville where people are highly concerned with health will make a profit for Nature's Way is well-presented, but not well-reasoned. It omits some important points that must be addressed to substantiate the argument.
The first dubious assumption is that the high demand for running shoes and exercise clothing at all time, which is reported by local merchants, reveals that people in Plainsville care about health. But it is unwarranted. What if it is a fashionable trend to wear sports clothes in Plainsville, but nothing about health? What if people here are not required to wear ties and suits for work, so they feel like wearing running shoes and exercise clothing because of their comfort and cheap? Since the arguer fails to address the alternatives above, this assumption is weakened.
The second poor assumption is that the phenomenon that the local health club backs to life after five-year's closure reflects people's concerns with health. However, the conclusion of this statement may be weakened by demonstrating another possible cause of its prosperity. If improved economic conditions and enhanced management of the club's structure lead to a significantly increased demand among residents, the rise in demand for the local health club would provide an alternative explanation for the prosperity and weaken the argument.
The third questonable assumption is that, even assuming people in Plainsville pay lots of attention on health, they will also buy health food. Nevertheless, the reasoning of line is problematic. It is possible that they do not believe that health food or other health-related products are helpful, but would like to spend time and money on doing exercise. Especially for the new generation of Plainsville, perhaps the main point of 'fitness for life' program is to let children do more exercise and strengthen their body. In this sense, the new store of Nature's Way might not be suitable to build in Plainsville.
Since the argument leaves several key issues, it is not sound or persuasive. To strengthen the argument, the arguer should include the items discussed above. In this sense, the arguer should find more information to support the point and enable the argument more thorough and convincing.