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例证法 黄金法则-每个论点都要有理由 每个理由都要有例子 每个例子都要有细节 寻找理由的方法： 有什么条件可以这样？ 如果这样会有何好处 / 坏处？ 如果不这样会有何好处 / 坏处？ 如果要这样，人们必须怎么办？ 如果不能这样，人们必须怎么办？ “So long as no laws are broken, there is nothing unethical about doing whatever you need to do to promote existing products or to create new products.” On the other hand, several convincing arguments can be made for holding business to a higher ethical standard. First, in many cases government regulations that protect consumers lag behind advances in technology. A new marketing technique made possible by internet technology may be unethical but nevertheless might not be proscribed by the letter of the laws which predated the Internet. Second, enforceability might not extend beyond geographic borders. Consider, for example, the case of “dumping.” When products fail to comply with U.S. regulations, American companies frequently market—or “dump”—such products in third-world countries where consumer—protection laws are virtually nonexistent. Third, moral principles form the basis of government regulation and are, therefore, more fundamental than the law. 让步法 “All groups and organizations should function as teams in which everyone makes decisions and shares responsibilities and duties. Giving one person central authority and responsibility for a project or task is not an effective way to get work done.” By way of contrast, a trauma unit in a hospital is a case in which one individual should assume responsibility, delegate duties and make decisions. In trauma units, split-second decisions are inherently part of the daily routine, and it is generally easier for one person to make a quick decision than for a team to agree on how to proceed. One could argue that since decisions in trauma units are typically life-and-death ones, leaving these decisions to one person is too risky. However, this argument ignores the crucial point that only the most experienced individuals should be trusted with such a burden and with such power; leaving decisions to