Analyzing Non-Textual Arguments with Toulmin

This paper seeks to advance existing research on persuasive design, opening up new research opportunities by addressing the notion of technology embedded arguments. The prevailing literature does not offer models for analyzing technology embedded arguments, and thus in order to explore some basic ideas on the analysis of arguments in technology, Toulmin's traditional argument pattern is used on two simple persuasive design examples. The main findings are: 1 it is difficult to analyze non-textual persuasive designs with Toulmin's pattern due to the less explicit nature of technology embedded arguments and 2 there are ethical implications if users cannot systematically assess the validity of technology embedded arguments.

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