Another approach to defining good writing is to look at how it fulfills the goals of two well-known systems in communication. One of these systems comprises the three classical elements of rhetoric, or the art of presenting an argument. These elements are logos (logic), ethos (ethics and credibility), and pathos (emotional appeal), first proposed by the ancient Greek teacher Aristotle. Although rhetoric is often applied to oral communication, especially public speaking, it is also fundamental to good writing.
A second set of goals involves what are called cognate strategies, or ways of promoting understanding, [3] developed in recent decades by Charles Kostelnick and David Rogers. Like rhetorical elements, cognate strategies can be applied to public speaking, but they are also useful in developing good writing. Table "Table 10.2" describes these goals, their purposes, and examples of how they may be carried out in business writing.
|
Aristotle’s Rhetorical Elements |
Cognate Strategies |
Focus |
Example in Business Writing |
| Logos |
Clarity |
Clear understanding |
An announcement will be made to the company later in the week, but I wanted to tell you personally that as of the first of next month, I will be leaving my position to accept a three-year assignment in our Singapore office. As soon as further details about the management of your account are available, I will share them with you. |
|
Conciseness |
Key points |
In tomorrow’s conference call Sean wants to introduce the new team members, outline the schedule and budget for the project, and clarify each person’s responsibilities in meeting our goals. |
|
|
Arrangement |
Order, hierarchy, placement |
Our department has matrix structure. We have three product development groups, one for each category of product. We also have a manufacturing group, a finance group, and a sales group; different group members are assigned to each of the three product categories. Within the matrix, our structure is flat, meaning that we have no group leaders. Everyone reports to Beth, the department manager. |
|
|
Ethos |
Credibility |
Character, trust |
Having known and worked with Jesse for more than five years, I can highly recommend him to take my place as your advisor. In addition to having superb qualifications, Jesse is known for his dedication, honesty, and caring attitude. He will always go the extra mile for his clients. |
|
Expectation |
Norms and anticipated outcomes |
As is typical in our industry, we ship all merchandise FOB our warehouse. Prices are exclusive of any federal, state, or local taxes. Payment terms are net 30 days from date of invoice. |
|
|
Reference |
Sources and frames of reference |
According to an article in Business Week dated October 15, 2009, Doosan is one of the largest business conglomerates in South Korea. |
|
|
Pathos |
Tone |
Expression |
I really don’t have words to express how grateful I am for all the support you’ve extended to me and my family in this hour of need. You guys are the best. |
|
Emphasis |
Relevance |
It was unconscionable for a member of our organization to shout an interruption while the president was speaking. What needs to happen now— and let me be clear about this—is an immediate apology. |
|
|
Engagement |
Relationship |
Faithful soldiers pledge never to leave a fallen comrade on the battlefield. |
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