1990 editorial: Local pay phone calls have cost a quarter apiece ever since the 1970s, when a soft drink from a vending machine cost about the same.
Conclusion (so)
Phone companies should be allowed to raise the price of pay phone calls too.
Evidence
Local pay phone calls have cost a quarter apiece ever since the 1970s. Vending machine soft drinks cost a quarter in the 1970s, but now they cost more than fifty cents.
Evaluate
This is an argument by analogy: - Things A and B have trait X in common. - Thing B has trait Y. - So, Thing A must also have trait Y.
Pay phone calls and vending machine sodas both cost 25 cents in 1970. Vending machine sodas now cost 50 cents. So, pay phone calls should also cost 50 cents.
We attack arguments by analogy by saying,
We try to argue that the two things aren't fair to compare when it comes to thing Y. There's some important difference. For example, a soft drink is a luxury item, but a pay phone (in 1990, before cell phones) can be a necessity! We can't price people out of making pay phone calls, whereas we aren't afraid to price some people out of buying vending machine sodas.
Goal
Look for an answer that completes this sentence