Many scholars hold that every type of communication is an argument, the attempt to make and defend a claim so that others will accept it. To be successful, the argument must be logical, ethical, and appropriately emotional. Essentially, all arguments arise from an assertion backed with warrants. A warrant may be supporting evidence such as statistics, or appeals to logos, pathos, and ethos.
Assumptions are the unspoken premises that people tend to have in common, such as murder is wrong.
Arguments of logic are of two types. Inductive arguments work from specific to general. The speaker gives examples, and from them makes a claim. Deductive arguments work from general to specific. Arguments that involve emotions must be appropriate to the audience and the subject.