Pages 384-387

Proposal arguments call an audience to action. They make a claim that some action should or ought to be taken.

Practical proposals focus on local, practical problems and generally target a specific audience-usually the person with the power to act on the proposal.

A policy proposal addresses public policy issues with the aim of swaying the public’s support toward the writer’s proposed solution.

The power of proposal arguments is often enhanced with images which can appeal to both logos and pathos. Proposals sometimes take the form of multimodal texts such as posters or advocacy advertisements calling an audience to action.

Proposals can also be delivered as oral presentations such as presenting at a public hearing.

All proposals have one feature in common-they offer a solution to a problem. Your task is to convince readers that the problem is worth solving, that your proposed solution will actually work, and that the benefits outweigh the costs. 

A proposal argument typically has three parts:

• Description of the problem
• Proposal for a solution
• Justification

To get your readers to take action-the ultimate purpose of a proposal-you must overcome some difficult challenges. 

• To give the problem presence:

• Use anecdotes or examples of people suffering from the problem.
• Provide startling facts or statistics to dramatize the problem.
• Include a photograph or other image that conveys the problem.
• Use other appeals to pathos.

• Appealing to the interests and values of decision makers:

• Show decision makers how acting on your proposal will benefit them directly.
• Use audience-based reasons.
• If appropriate appeal to idealism and principle (do the right thing, even if it will cause temporary grief).
• Show how benefits to the sufferers outweigh costs to others.

• Overcoming inherent conservatism:

• Emphasize the seriousness of the problem.
• Stress the benefits of solving the problem.
• Show that the risks are minimal.
• Show that negative consequences are unlikely.

• Predicting consequences:

• Take care not to overpraise benefits.
• Persuade readers that your predictions are realistic-show how the links in the chain lead directly from the solution to the benefits.
• Cite cases where a similar proposal led to real benefits.

• Evaluating consequences:

• Use money as measurement.
• Emphasize the benefits of increased happiness, less suffering and/or saved time.
• Emphasize the greatest good for the greatest number.
• Emphasize idealism and principle.