Toulmin model is most effective for arguments that rely on evidence from scientific studies, surveys, or other datas. It can make the logical link between the claim and the data offered as evidence. Rogerian argument is most effective for arguments that attempt to establish common ground between opponents on an issue. Where is different from Toulmin is that Rogerian argument uses neutral language to demonstrate the opposing argument after present his own claim. The rhetor has neutral altitude to the opposition, it can help us restate our argument fairly. Even if we can not immediately convince, will not worsen the situation.The general modern format has 5 paragraphs. You can chose two or three main points to supports your thesis. You can expand to accommodate longer essays.
General modern format is manifested in the campaign I choose. It introduces the disease which is not familiar by using the example of familiar person- Hocking. And it tell us how many people suffer this disease without help. And invite a famous people join the ALS ice bucket challenge. They posts videos on the Youtube to make more people know it. It use a lot of approaches to support its campaign. Thus, it is more like general modern format.
I think general modern format is a good way to evaluate the rhetorical analysis. There are not only just scientific datas support it and no opposing views of it, so the argument do not fit into Toulmin model and Rogerian argument.
The campaign uses the brief and red words to send messages to audience. It is attractive and easy to read. Besides, it chooses videos on the Internet and make a good use of network between audience. It likes virus marketing. The campaign begins from famous people, and transfers among their friends, which establish their ethos. People who are not familiar with the institution will trust these famous people and join the campaign or donate.The spread velocity of Internet is amazing. The campaign through visual and hearing stimulates audience. It also choose a perfect time to start this campaign. People can not help enjoying the ice bucket in hot summer.