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Deterrence Argument

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present the statistics in a manner that made them more relevant to the audience, per Sedivy and Carlson’s suggestion in Sold on Language as well as capitalizing on the novelty of seeing an important statistic put in terms of how many burritos could be bought, based on Luntz’s suggestion in Words That Work: It's Not What You Say, It's What People Hear. In addition to addressing the resistance towards our message on the basis of high costs, we also addressed the deterrence argument using an appeal to authority. We showed, in our presentation, that over 88% of criminologists did not think that the death penalty was an effective deterrence (Radelet and Lacock, 2009). This statistic argument was then augmented with the results from a study performed by a University of Michigan professor, which …show more content…

The statistical evidence presented in this portion of the presentation was designed, in addition to edifying the audience, to trigger group identity and an associated norm as prescribed by Goldstein et al. Similarly, we also addressed the closure argument, seeking to dispel the rumor that the death penalty somehow provided closure and was beneficial to the families of the victim. We showed that over 70% of the husbands and wives who live through the process of a death-penalty proceedings ended up divorced, separated or with a substance abuse problem (Death Penalty Info). In addition to the counter arguments, we also supplied a strong argument in favor of our proposition to supplant any of the abandoned beliefs that may have occurred as a

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