They are everywhere—in magazines, in your classroom, on every radio and television news program, and even at family gatherings. What are they? They are persuasive appeals—attempts to persuade you to buy a particular product, vote for a certain candidate, give money to a charity, or side with a friend during a disagreement. Persuasive appeals are part of almost every communication.

How can you use reason to decide what to believe or what to do when you are bombarded by persuasive appeals? Critical thinkers use the skills of argument analysis. For many experts in the field, argument analysis is at the heart of critical thinking. But, first things first. What is an argument and how is it used as a technique of persuasion?