Dan's Chocolate is a company that sells chocolates over the Internet. Dan is the president of the company and offers an organized and well-planned site. He encourages customers to research the company's history and his background, look at the dozens of choices of chocolates for all occasions, and over all, indulge themselves in the gratifying act of eating chocolate.

The claim is simple and direct: Buy Dan's delicious chocolates. The grounds behind the claim are that Dan's Chocolate is a yummy treat that you, your sweetheart, family, and friends deserve to enjoy. Everyone likes to have fun, and since eating Dan's Chocolate is fun, there is no other choice besides Dan's Chocolate.

There is more than one warrant to tie the claim and the grounds together. The first is that people who love chocolate will want the very best quality: Eating good chocolate is a priority. The other warrant is the fact that making others and ourselves feel good is important. With these warrants people are likely to buy Dan's Chocolates, particularly if they are persuaded by the use of pathos. In other words, these warrants appeal to the emotions.

A possible rebuttal could be that chocolate is fattening. Nobody wants to get fat, so eating good chocolate has its drawbacks. However, the fact is, some people do not care about fat or even think about the fat they are shoveling into their mouths. Taste buds are the number one determining factors, so Dan has an easy job on that end. People who love chocolate will be tempted right away.

Dan's advertisement has some really good backing for the warrants. He says, "We're different. No unpronounceable names, no fancy gold boxes, no reserved appreciation, no white gloves. Just great chocolates, good will and fun." Dan lets the customer know that he knows chocolates are important to people, not just sophisticated and upper class snobs, but all REAL people.

There are several points in Dan's advertisement that qualify his claim. He offers five percent of individual sales to a charity of the customer's choice. Not only will you make your taste buds happy, but you will also be doing something nice for others. Another qualification comes from customer testimonies. Elysia, from Cold Spring, Kentucky says, "Move over Godiva--Here comes Dan! These are scrumptious! Love the melt-in-your mouth texture!" These chocolates are even better than Godiva, the best chocolate according to many true chocolate lovers. Another great testimony comes from Karen, from Denver, Colorado: "Yummy! Very rich and chocolate tasting (just like chocolate should be)." The physical appearance of Dan's ad also qualifies the claim, because he presents his company to be smart, hip, and in tune with what real people want. Dan gives the customer every single bit of information that they could possibly want--from the history of chocolates, to his and the company's history, to the photographs of all the different chocolates the company offers. The icing on the chocolate ad is Dan's very own "7 Day Freshness Guarantee," which qualifies his claims about freshness.

Dan's Chocolates has a good advertisement. All of the elements of a persuasive advertisement are present. Not only does the product speak for itself, but Dan does a great job of making the sweet sale final.