IC3

http://www.nw3c.org/pressroom/docs/current/2009_01_05_unauthorized_charges.pdf

Audience: Americans who have a checking account and an email account, especially those who tend to open any email they receive even if they don't know who it's from.

Argument: WATCO opening an email from someone you don't know on the likely hood that you will be a victim of fraudulent checking account charges.
Claim: Opening an email from a stranger increases the likely hood that you will be a victim of fraudulent charges.
Reason: Because by opening an email from a stranger you increase the likelihood that it will contain malware that will allow unauthorized users access to private bank accounts and other information.

Goal: Get people to stop opening emails from people they don't know so that they won't be victims of internet crime.

How:
Logos: They appeal to ones logic that if you don't open emails from sources you don't know then you won't open an email that has malware on it. It's a very simple solution. It is also a problem that people easily understand: People are stealing money in a way that is hard to notice, and I don't want this to happen to me.
Ethos: They build a relationship of legitimacy with the reader by having the official looking logo at the top of the paper, and they give several different contacts and links so you can see if this is a legitimate agency. Also, they recommend first reporting any incidents to the police, and then to this agency. Americans naturally trust law enforcement agencies and regard them as legitimate organizations that are there to stop crime. Also, they say what the email has contained, including an 800 number, so it seems less likely that they are making it up.
Sufficiency: The article says that there have been 400 reported incidents of this happening, so it is obviously a widespread problem. They also give examples of people who have been refunded the money, but how there are many who don't even notice the charges. The audience knows that this is a problem that they should worry about and seek to avoid.

Effective: I think those who read this will be more cautious about what email they are opening up and will keep an eye out for signs of being a victim of such a crime.