Representing an opinion is analogous to putting your oar in the water. You come into the argument and take all sides before you finally put your input in and attempt to direct the conversation. In the academic field, this is done through a set of rules specific to each discipline. In every case, it is important to use evidence as the foundation for any claim.
It is important to understand the audience and the culture this argument is being presented to as each requires a difference in voice and an overall knowledge of which aspects will be the most effective. The example in the text is Pepsi advertising their product to the Chinese market with the slogan "Pepsi Brings you Back to Life". However, in Chinese, they translated this to "Pepsi Brings Your Ancestors Back from the Grave".
Furthermore, it is important to understand the background information, such as the historical background and contextual information. For different audiences, different pieces of information will be more relevant. This evidence must come from credible sources and offer counterarguments that are respected and realistic. To deliver a persuasive argument, the tone must thus be authoritative and respectful to be most effective.