34.        In this argument the author concludes that the Easy Credit Company would gain
several advantages over its competitors by donating a portion of its profits to a well-
known environmental organization in exchange for the use of the organization's logo on
their credit card. The author reaches this conclusion on the basis of a recent poll that
shows widespread public concern about environmental issues. Among the advantages of
this policy, the author foresees an increase in credit card use by existing customers, the
ability to charge higher interest rates, and the ability to attract new customers. While the
author's argument has some merit, it suffers from two critical problems.
      To begin with, the author assumes that the environmental organization whose logo
is sought is concerned with the same environmental issues about which the poll shows
widespread concern. However, the author provides no evidence that this is the case. It is
possible that very few credit-card users are concerned about the issues that are the
organization's areas of concern; if so, then it is unlikely that the organization's logo
would attract much business for the Easy Credit Company.
      Next, the author assumes that the public's concern about environmental issues
will result in its taking steps to do something about the problem—in this case, to use the
Easy Credit Company credit card. This assumption is unsupported and runs contrary to
experience. Also, it is more reasonable to assume that people who are concerned about a
particular cause will choose a more direct means of expressing their concern.
      In conclusion, the author's argument is unconvincing as it stands. To strengthen
the argument, the author must show a positive link between the environmental issues
about which the public has expressed concern and the issues with which this particular
environmental organization is concerned. In addition, the author must provide evidence
to support the assumption that concern about a problem will cause people to do
something about the problem.