Claim: Juicy Fruit is the Best Gum Ever!
Reason #1: Juicy Fruit is
the best tasting gum.
- Warrant/Principle: Good gum
must taste good.
- Backing: (This is a pretty “well
that probably wouldn’t need any backing. In other words, would
anyone disagree with this warrant?)
- Evidence #1: Consumer Reports
survey compared the taste of Juicy Fruit with other types of gum.
People trust research done by the Consumer Reports magazine
Consumer Reports is not invested in the research. They do not care
which gum tastes best.
- Backing: Consumer Reports
uses research methods that are sound.
- Backing: Consumer Reports
studies usually include a lot of people in the research; in other words,
don’t just ask ten people what
they thing about the taste of different gums.
#2: Juicy Fruit uses real fruit juice in the recipe.
Real juices taste better than artificial flavors. (Compared to the
backing for the warrant connecting
to the claim, this
warrant might be up for debate. People might argue
artificial flavors are crisper, creative, etc.)
- Objection: Real
juices do not necessarily taste better than artificial flavors. Today’s
technology allows for well developed and distinguished artificial
- Rebuttal: Most artificial
flavored gums are very sweet; too sweet most of the time.
- Evidence #3:
The flavor lasts longer.
Reason #2: Juicy Fruit blows the biggest bubbles.
Gum must blow bubbles.
- Objection: Not all gum is meant to blow bubbles.
Some gum is just to provide fresh breath.
- Rebuttal: Gum that is only meant
to provide fresh breath might as well be a breath mint. Gum is supposed
to be elastic enough to chew; therefore,
elastic enough to blow bubbles.
- Warrant/Principle: Big is always better.
- Backing: (This is a warrant
that is always at work in American Culture; think of “biggie size” combo
meals and such.)
- Objection: Big bubbles usually burst and make a mess
- Rebuttal: That is a problem with the individual blowing the
bubbles. The point is that Juicy Fruit can make the biggest bubbles.
#1: Survey of 20 friends with different types of gum. Juicy Fruit bubbles
were biggest 8 out of 10 times.
- Warrant/Principle: The results of studies
are to be trusted and valued over mere opinion.
- Objection: What was your
methodology for conducting this study?
- Rebuttal: You describe the methods
of your study, maybe citing sources about how/why this method is sound
- Evidence #2: A competitive gum bubble blower says so.
Professionals have authoritative opinions (another “well
Reason #3: Juicy Fruit stays soft and pliable.
- Warrant/Principle: A person
can chew “good” gum for a long
time without getting sore jaws.
- Backing: evidence to support the third
- Evidence #1: The same survey conducted on the 20 friends for
blowing bubbles also evaluated pliability.
- Objection: How do you measure “pliability”?
- Rebuttal: The
persons in the test would time how long it took for their jaws to get
- Evidence #2: Juicy Fruit is softer right out of its package than
- Objection: How do you measure “softness”?
- Rebuttal: After
opening up the gum, Juicy Fruit can be folded four times before it
breaks. All the other gums could only be folded three times.