Presentation delivered to the English 104 class at Victor Valley College.

1. Arguments of Evaluation
English 104

2. Understanding Evaluations
Evaluative arguments rely on judgements and appraisals, often
regarding quality or performance
Informal evaluative arguments take place daily
Examples: awards shows, beauty pageants, best- or worst-dressed
celebrities, literary prizes, political opinion polls, elections

3. Understanding Evaluations
You’re entering into an argument of evaluation when you:
Make a judgement about quality
Example: Citizen Kane is probably the finest film ever made by an
American director.
Challenge such a judgement
Example: Citizen Kane is vastly overrated by film critics.
Explore criteria for evaluative judgements
Example: Criteria for judging films are evolving as the production and
audiences of films become ever more international.

4. Criteria for Evaluation
Criteria for evaluation: the standards that are established for
judgement
When formulating an argument of evaluation, be aware of
the criteria that you’re using
Example: What exactly makes an idea, a work of art, or a
product “good” or “bad”? What exactly makes a person a
“good” or “bad” candidate?

5. Characterizing Evaluation
Quantitative Evaluations – rely on hard evidence, i.e.
criteria that can be measured
Example: A car is faster, smoother, quieter, or more fuel-
efficient than another.
Qualitative Evaluations – rely on criteria that cannot always
be measured objectively, such as values, traditions, and
emotions
Example: A car is more beneficial, more convenient, more
attractive, more ethical (eco-friendly) than another.

6. Characterizing Evaluation
An argument of evaluation might make use of both
quantitative evaluations and qualitative evaluations
Example: What makes a movie great?
Quantitative evidence: Overall revenue, box office sales, popularity
polls, number of awards won
Qualitative evidence: Societal impact, cinematic technique, dramatic
structures, intelligent casting, acting styles
Convince the reader to accept the markers of quality that
you have chosen and defend your criteria of evaluation

7. Developing an Evaluative Argument
Once you’ve established a claim, pay special attention to the
criteria and evidence you’ll use to support it
Anticipate readers asking difficult questions
Example:
Claim: Apple’s iPad is a top-selling personal technological device because of
its amazing performance.
Anticipated reader questions: What exactly does that mean? What makes the
iPad “amazing”?
Quantitative Evidence: iPad gives access to email and the Web, has high-
resolution screen, many applications, is also an e-reader
Qualitative Evidence: iPad user’s experience, enjoyment, feelings of
productivity (can be supported using owners’ testimonies)

8. Developing an Evaluative Argument
Presenting Evidence
Generally, the more evidence in an evaluation the better, as
long as the evidence is relevant and well explained
Select evidence that is most likely to influence your readers
Usually, the best evidence is specific, detailed, memorable, and
derived from credible sources

9. Developing an Evaluative Argument
Extras
Designs and visuals
Example: Tables, charts, graphs, or infographics
Can help to illustrate quantitative evidence, such as statistics
Helpful when comparing items
Can make the information more accessible to readers

10. Works Cited
Lunsford, Andrea A., John J. Ruszkiewicz, and Keith
Walters. Everything’s an Argument with Readings. 6th
ed.
New York: Bedford/St. Martin’s, 2013. Print.