Understanding persuasive essay writing:
LLingusti/rhetorical approach
ULLA CONNOR and JANICE LAUER
Abueact
Ths paper reports on researc, funded by the Education Foundation of the
‘Bezon Corporation to study several measures for describing and evaluating
student persuasive writing. The varibls examined were coherence, cohesion,
‘ynactcforurs, and persuaive appeal, The data were 100 American and
British highschool student persuaive essays randomly selected from the
compositions of the Intemational Education Assocation projec. The results
demonstrate the need for & multidimensional methodology to ase a broad
range of tings and rhetorical fotures inorder to adequately account for
barron in writing quality omongstadents
1. Introduction
In writing evaluation, holistic ratings have been the most common assessment
took, with use also of ansiyic and primary tat scorlag. Charney (1984)
In her cxiteal overview of holistic writing assessment cal fora systematic
exploration of the ise of eterla for the improvement ofthe validity and
reliability of evaluations of wring samples. Weare alo concerned about the
‘eset of relablity and validity, and especially about the fact that holistic
caluations are to global to indicate specifi strengths and weakness in
Stent compositions. We think that ite not enough for either research or
Insructional practice to evaluate the genera quality of compositions, but
that specie information is needed about the linguistic and rhetorical
characte ha ie isto such judgment
“The methodology that euggerted inthe paper considers both agus
165-9445 008-0309 2.00 ‘Text 5) (1985). 308-326
pyre iran310° Ulla Connor and Janice Laver
and shetorcl features in writing. AS Enkvist (1985) points out, oth linguists
nd thetorans need to examine student wlting Ia atempts t0 explain
writing quality.
the present study, concepts and methods of analyses from both text
ogustics and thetoric were included, namely coherence, cohesion (text,
logustics), and persuasive appeals to th audience chetorc). These vaables
UJand methods were chosen because dicourse theory sues that coherence
tnd cohesion ae indicators of textual quality and hetorcl theory suggests
thatthe apes account for suons in persuasive discourse
2. Purpose
The purpose ofthe present stuly was to develop valid and reliable methods
of describing writing quality bused on curent linguistic and rhetorical
‘heores for analyzing persusivé essays. The flowing restarch questions,
wee pose
‘What relible and valid indicators of writing quality canbe identified?
Whats the relationship between cohernoe and esay quality?
Whats the relationship between coesion and esa quality?”
‘Whats the relationship betwen cohesion and coherence?
What isthe seationsip between the shetoical appeals and writing
aquaty?
3. Major variables
34, Coherence
Studies of coherence in writing, both theoretical and empirical have been
numerous i the part five years Eventhough thee isnow a consensus bout
the separate quaities of coherence and cohesion the concep of coherence is
sll not well undertood. A few eearchers have attempted, with varying
degers of success, 10 describe coherence using linguistic Features from ral
texts (Como, 984; Lautamatt 1978, 1980; Lindeberg, 1985). These studies
Inve been exploratory in nature and hav ncnded small numberof subjects
(vith the exception of Wikborg, 1985; and Bamberg, 1983, 1964), and have
sed only one rater, with the exeption of Bambergs studies. nthe present
Understanding persuasive sey ring 311
study, Bambor's coherence rule was used because it has met the test of
pr review (1983, 1984). Bnbees's method has proved tobe highly eube
and she has discussed th vality of her sale na recent study, Connor and
Farmer (1985) used the Bamberg scale and found an interatrvelzbty of
93. The Bamberg cles shown in Figue 1
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s+ From Hetty Brg What Matra Tet Catto Clipe Compton ord
‘Cmmaration (Deeb 198) 47-439312 Ulla Conor andJeniee Lauer
‘The scale has six subcategories (we labelled them: focus, context, organiz
ation, cbeson, closure, and grammar), but only one score of eoberence has
ben given to cach composition in Bamber’ reearch, Because the present
dy is concemed with the construct validity ofthe scale ln addition to
reinbilty, a acore (1-4) was gien to cach essay, on each of tho sx categories,
We questioned whether Grammar and Cohesion ae elated to coherence. In
addition, we felt that some categories, eg. Focus and Development may
measure the same undedying characterise
3.2. Cohesion
Cohesion, the Unking of sentences together using surfice items, has been
‘widely studed in weitig ssearch, Connor (1984) and Witte and Faigley
(1981) appled the Halday and Hsan system to student eeays, Lindeberg
sand Wikborg Ive added more detalled categories of cohesive items in thee
‘work, Connor's esearch and informal anlyies of the current data ed us to
tive that in studying writing quay the most useful categories would be
reference tes and leial cohesion. Further, previous investigators, with the
‘exception of Wikbor, have not dealt with the brakdowas in cohesion due
titer to's dstance between a cobesve tem snd Is fferent ort a miscued
item. In the present study, breakdowns in cohesion were studied
3.3, Peruasiveness
‘The anayss of persuasive texts has been impeded by # confusion that has
‘exited since the nineteenth century over the nature of persuasive dscour,
Clsifctions of discourse into description, martin, exposion, argu
mentation, and persusson le fiat to 2 separation of argumentation and
perunsion and then tothe eimination of persuasion by mor American text
‘waters such as Genung (1885, 1898), Subsequently argumentation either
replaced or subsumed persuasion in composition struction. Thisconfounding
‘of argumentation and persion las recently been challenged by hetoricians
like Kinneay (1971), Connors (1981), and Beri and Inkster (1980), who
sarge that such confusion reduces persion to the loll apes
Tn this esearch, we consider writen persuasive discourse oe that which
Iimerates the raion, credit, and affective appeals (coresponding 10
Understanding persuasive esay writing 313
logos, ethos, and pathos) which together had characterize persuasion for
‘over neten centuries fom hereto of Aristotle, Cero, and Quintin,
to those of Campbell and Whately. We define writen persuasive discourse as
that which integrates the tree appeals in its effort to effect cooperation and
‘dentifction with an audience. This view of shetoric ix contonant withthe
‘work of Burke (1969); Young, Becker, nd Pike (1970); Kinneary (1971);
and Laver ea. (1985), In our definition, argumentation becomes pact of
persuasion. Our aalyss of good writen persuasive dicoure, therefore,
fttempts (0 determine those atonal, cxedblty, and affective features of +
text tht account foes persuasivenes.
‘We know of no discourse analysis of the macrostructure or microstructure
‘of pemutsie ditcourse, as we define It. No alternative methods of analysis
‘exit for this type of dicourve such at have been developed either for (1)
expository prose by Meyer (1985), Kitsch (1974), Miler (1985), ané
Gresser and. Goodman (1985), or for (2) namatie prose by Gilich and
‘Quasthoft (1985), Mander and Johnson (1977), Labo and Waetzy (1967),
and van Dik (1973),
‘Some communication theoris have established a measure ofthe relation
ship between copatve complenty and persuasive ski (O'Keefe and Deb,
1979) The most proximate studies to ous in discourseaalysesare Kummer’
(1972) ingustic analyses of argumentative text types and Kopperschid's
(1985) analysis of argumentation. Kummer's macroaaytc system was used
‘in a recent text aralyssby Tikonen Cont (1984) on argumentative prose,
and by Connor and Takala (1985) in the analysis of persuasive student essays
Koppershmict (1985) sugested a twoveel analytic method fr agumen-
‘ution, which has a macrostricral analy sith five stages and a micro-
“eacturlapalyss which sims to identify the detailed stuctue of individual
partial argumentation by proceeding in thee steps: (1) analyzing the ole
‘ofan argumentative statement within a stand of argument; (2) analyzing the
se oft argumentative potent in weakening or supporting given validity
snd (3) formally analyzing an argument’ Soidavarant and rol iniferent
barat puters. He cites Aristotle’ topot snd Perelman and Olrects
‘Tytea’s (1969) informal arguments as efforts to systematize such Held.
Independent arguments
‘Our analytic system is 4 variation of Kopperschmit's formal analysis
“To identify the features of tents that acount for thelr pesuasienes, we
(ith the help of two research assistants, Mary Farmer and Janet Flt) have