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Augrument 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.'
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In the argument, the arguer suggests they should open a new store of health food and other health-related products in Plainsville. To support the conclusion, the memo cited the pervious experience, the merchants report, as well as the condition in a local health club and the new generation. The argument is unconvincing since the arguer commits several serious logical fallacious, as discussed below.
To begin with, the arguer unfairly relies on the previous experience that his stores are most profitable wherever residents are seriously concerned with leading healthy lives. However, the memo gives no sufficient evidence to support his assumption. It is entirely possible that the tastes of the residents have changed as the development of the society and economy. Therefore, without considering the previous experience being applicable to the contemporary time, it cannot convince me that that his stores will gain profits.
Second, the arguer assumes further the report of merchants can lend justification to his suggestion. The mere fact that the sales in Plainsville are high does not follow that local residents are more concerned about leading healthy lives. Perhaps they just like jogging, or some other kinds of exercises as the entertainment. Therefore, the healthy food and other health relative products will not be required in Plainsiville. In addition, it is also possible that these kinds of commodities are so cheap that both the local residents and people from other places come to buy running shoes and exercises. Without ruling out these alternative explanations, the arguer cannot convince us that the residents in Plainsville emphasized on leading healthy lives.
Moreover, the fact of the local health club cannot support the conclusion that there are most residents concerning about leading health lives. For one thing, there is no any detailed information about the number of members now. Therefore, it is entirely possible there are not many residents taking part in the club. For another, the arguer does not mention the size of the weight training and aerobics classes. If the size is small compared to the total number of residents in Plainville, the fact cannot support the conclusion.
Furthermore, the arguer expects there will be new generation who will use the products of his store. However, it is a long period for a child to become an adult with the capacity in buying things. In addition, when they grow up, they will not probably like doing exercises since they are required at an early age. Therefore, the arguer's expectation is dubious.
Finally, the arguer is too hasty to suggest that they can open a new store in Plainville. No evidence show that expenses to open such store in Plainville. In addition, although there are many residents are concerned about living health lives, they will not necessarily buy health food or the health relative products. Even if they buy such commodities, there is not any information that whether there are other stores which sell the same kinds of commodities.
In the final analysis, the arguer cannot convince me that they will gain profit if they open a new store. To bolster the conclusion, the arguer should provide the sufficient information about there are really most residents concerned leading health lives and they will buy the health food and health relative products. To make it more convincing, we should know the expenses of open a store and whether there are competitors in Plainville. |
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