Professional Documents
Culture Documents
Rhetorical Analysis PDF
Rhetorical Analysis PDF
Rhetorical Analysis:
By Joseph Fernandez
Gabi Samaniego
RWS 1301
Dr. Vierra
Abstract
advances have improved the way people communicate with each other, thus changing the
industry over time. Corporate Communications is the way in which people take in information
through advertisements, press releases, etc. This monograph contains the history of the industry,
Rhetorical Analysis:
By Joseph Fernandez
With bags under my eyes and tears streaming down my face, I begin to wonder how
rhetorical analysis papers have led me to age five years overnight. Rhetorical Analysis papers aid
students in their research deeming if sources are viable towards their end product or not. The
significance of rhetorical analysis papers leaves students with a stronger understanding of one’s
research topic, and gives a thorough explanation of the ethos, logos, and pathos used inside the
changes within the industry over the century, due to technological and societal changes.
changing over the span of the past century. Corporate communications as a whole has become a
growing industry, and more recognized throughout the business world. Joseph Fernandez (2004)
claims that the industry is the foundation for corporate companies’ growth. Throughout the
duration of the book, the chapters go further in depth about how corporate communications has
an effect on companies a whole. Chapter 7 touches on how many vast changes are happening due
to the surge of technologic advances (p 190). The face of advertising and public relations has
seen a complete change of the industry due to technological advances, such as smartphones and
laptops. Corporate communications are an everchanging industry that will continue to see
Discussion
Genres provide accessibility for writers to draw their focus towards appeals rather than
the strict rules of ethos, logos, and pathos. According to Killingsworth (2005), Aristotle’s
RHETORICAL ANALYSIS 4
definition of appeals has changed over the course of time. Although Kinneavy’s “communication
triangle” (p 251) aligns with some of Aristotle’s ideas, there are a few components that have
evolved. The word appeals itself has many different connotations throughout the English
language. Over time, appeals have changed as writers are trying to convey various arguments to
their audience (p 262). Ethos, logos, and pathos remain the same over time, although the appeals
Audience
This monograph contained word usage that showed this book was intended for readers
that had little to no knowledge on Corporate Communications and are seeking to learn more
about the basic principles. This monograph is intended for an audience that may have an interest
in Corporate Communications, but is interested in learning more about it, rather than for
individuals that have a strong understanding of the topic already. For example, Fernandez (2004)
states in the Introduction that the book is intended to present the main ideas of Corporate
Communications to fully understand how these methods are applied to the workplace (p 18).
This monograph is helpful to one that is interested in learning more about Corporate
Ethos
This author is a credible expert on the topic. In his book, Fernandez demonstrates an
extensive amount of knowledge in the field. This is shown through his examples of his personal
experiences and clarity in his writings. Fernandez has such a strong understanding of Corporate
Communications due to his education at Cardiff University in Wales and co-founded a Corporate
Communications company that aids others with tactics and methods to help them succeed (back
flap). An author’s foundation and accolades leaves readers with an ease knowing that their past
RHETORICAL ANALYSIS 5
teachings and experiences have aided their writing and knowing the reader will receive clear and
concise information.
Logos
The author’s main claim in this monograph is that corporate communications is an everchanging
and growing industry that is only going to get bigger over time. He argues that corporate
communications offer many strategies and tactics that will help improve a company’s
performance (p 18). The duration of the book then explains his thesis, by explaining the history
of Corporate Communications, and how technological advances have helped shape the industry
into what it is today. Given the background of Corporate Communications, it helps readers gain a
stronger grasp on how the industry functions, as well as how companies have found success
through these strategies (p 109). Explaining the history leaves the reader grasping a stronger
understanding of how industry operations used to work, and have transitioned into operations
used today.
Pathos
Fernandez uses examples of companies and how they got their start in the corporate
world throughout the duration of the book, giving the reader an interest in what the outcome will
be. In Chapter 5, Fernandez sets the stage for the story of the Hot Shoe Dance Company, which
exemplifies how their strategy led them to success (pp. 124-125). This monograph took a clinical
approach, through using graphs and charts. Using a story or anecdote throughout the monograph
keeps readers interested in the outcome and finds something that they may relate to or be more
Conclusion
RHETORICAL ANALYSIS 6
communications, I gained an understanding of the monograph’s use of ethos in the writing. His
writings had a significance in the readers understanding the basis of Corporate Communications.
Using this monograph is better than Googling it provides information that is reliable and from a
well-educated author. The author uses figures and charts in context to the readings, which assists
the readers with an extra layer of understanding. Reading this book aided me in understanding
the foundation of Corporate Communications and will inevitably help my research as well.
RHETORICAL ANALYSIS 7
References
search.ebscohost.com.lib.utep.edu/login.aspx?direct=true&db=cat04704a&AN=nug.b202
8612&site=eds-
live&scope=site http://www.loc.gov/catdir/toc/ecip0422/2004019688.html