The Clock Strikes 12

            Chapter 12 is the chapter on developing your argument, unarguably a very important aspect of a successful paper. This chapter basically covers how to first choose your reason and then present the information in an appealing way to your audience. There are many different ways to approach your appeal. You can appeal to Authority, a means of asking someone to accept your reason because an authoritative figure supports it. You can appeal to emotion, though not recommended in academic writings where logic should prevail. You can appeal to principle values and beliefs as well as character and logic. There is also a large section on how to keep the integrity of your argument by avoiding such things as sweeping generalizations and red herrings.

 Quick note: the book talks about how the term red herring came from the practice of sweeping red herring, which apparently stink badly, across your trail to throw off tracking dogs. Not really important, just a fun fact.