7 6C H A P T E R 4 ■ T h e A r t o f C l o s e A n a l y s i sRead the following advertisement from Equal Exchange (Copyright © 1997,
1998, 1999). For each of the numbered expressions, label the main argumentative
move, if any, using the same abbreviations as in Exercise I. Then state what you
take to be the central conclusions and premises. What criticisms, if any, do you
have of this argument?
It may [1] be a little early in the morning to bring this up, but [2] if [3] you buy cof-
fee from large corporations [4], you are inadvertently maintaining the system which
keeps small farmers poor [5] while [6] lining the pockets [7] of rich corporations. By [8]
choosing Equal Exchange coffee, you can [9] help to make a change. We believe in
trading directly with small farming cooperatives at mutually agreed-upon prices
with a fixed minimum rate. Then [10], should [11] the coffee market decline, the
farmers are still guaranteed a fair [12] price. So [13] have a cup of Equal Exchange
Coffee and make a small farmer happy [14]. Of course [15], your decision to buy
Equal Exchange need not be completely altruistic. For [16] we take as much pride in
refining the taste of our gourmet [17] coffees as [18] we do in helping [19] the farmers
who produce them. For [20] more information about Equal Exchange or to order
our line of gourmet, organic, and shade-grown coffee directly, call 1 800 406 8289.Exercise IIIFrom Equal Exchange. Advertisement. Copyright 1997, 1998, 1999.97364_ch04_ptg01_059-078.indd 76 15/11/13 9:50 AM
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