Rhetorical Analysis 3 ENGL 104 Writing A Rhetorical Analysis ✓ Solved

Rhetorical Analysis 3 ENGL 104 WRITING A RHETORICAL ANALYSIS

Although people often use the term “rhetoric” to describe empty language, rhetoric originated with a much more positive meaning. Rhetoric, for the ancient Greeks, was concerned with what Aristotle defined as “the art of finding in any given case the available means of persuasion.” Rhetoric is concerned with analyzing, interpreting, and producing effective means of communication (verbal and visual). Those who study rhetoric know not only how to produce effective communication, but also how to understand communication. The two skills complement each other: Becoming a better writer makes you a better analyst, and becoming a better analyst makes you a better writer.

RHETORICAL ANALYSIS is a kind of analysis that divides the whole into parts to understand HOW an act of speaking or writing conveys meaning. The goal of rhetorical analysis is to understand how a particular act of writing or speaking influenced particular people at a particular time (Faigley 234). VISUAL ANALYSIS is closely related to rhetorical analysis. The tools of rhetorical analysis have been applied to understanding how other human creations make meaning, including art, buildings, photographs, dance, memorials, advertisements—any kind of symbolic communication (234). TEXT & CONTEXT: Rhetorical and visual analysis may be concerned with either text or context, but it often examines both.

Textual analysis focuses on the features of a text—the words and evidence in a speech, the images and patterns in a picture, and so on. Ask the following questions when doing textual analysis:

• What is the subject?
• What appeals (ethos, logos, pathos) are used?
• What are the author’s credentials, and how does she or he represent herself?
• What facts or evidence does she present?
• What values does she share with you and the rest of her audience?
• What emotions does she try to evoke?
• What is the author’s claim or what are the main ideas?
• How is the text organized?
• What is the medium of the text?
• What kind of style does the author use?

Contextual analysis reconstructs the cultural environment, or context, that existed when a particular rhetorical event took place, and then depends on that recreation to produce clues about persuasive tactics and appeals. Ask:

• Who is the author? What else has he written or said on the subject?
• Who is the audience? What are the occasion and forum for writing?
• What is the larger conversation? When did the text appear? Why did it appear at that particular moment?

Components of a rhetorical analysis include identifying the author’s purpose, examining the audience, analyzing rhetorical appeals, and examining the language and style. Keys to rhetorical analysis include choosing a text of personal interest, writing a descriptive title, interrogating evidence, examining underlying values, and recognizing complexity.

Similarly, components of visual analysis involve examining the type of visual, its subject, composition, context, and connections to other visuals. Successful visual analyses also consider details, provide a frame for understanding, and go beyond the obvious. These analytical frameworks are essential in understanding various forms of communication and persuasion.

Celtic Catalysts, a specialist supplier of niche chemical products, serves as a case study for understanding the application of rhetorical analysis in business contexts. Founded based on intellectual property developed at University College Dublin, the company's journey illustrates the importance of effective communication and analysis in securing investment and establishing a foothold in the competitive pharmaceutical industry.

Paper For Above Instructions

Rhetorical analysis examines the means of persuasion and how messages are constructed to influence audiences effectively. This paper explores the rhetorical strategies used by Celtic Catalysts in their pursuit of investments and commercial success, highlighting key components of rhetorical analysis essential for understanding their journey.

The Purpose of the Rhetorical Analysis

The primary purpose of this rhetorical analysis is to dissect the strategies employed by Celtic Catalysts in securing its initial round of investment and address the concerns potential investors might have had before and after hiring a CEO. By analyzing their communication methods, we gain insights into their persuasive techniques and the art of rhetoric in real-world business contexts.

Identifying the Audience

The audience for Celtic Catalysts includes venture capitalists and potential investors seeking promising business opportunities in the pharmaceutical industry. Understanding the audience's values, attitudes, and beliefs is crucial in shaping the company's pitch and overall messaging. The rhetoric employed must resonate with investors, showcasing the viability and potential of the business.

Analyzing the Rhetorical Appeals

Celtic Catalysts utilized various rhetorical appeals, primarily ethos, logos, and pathos, in their investment pitches. Ethos gained significance when the company brought on an experienced CEO, Brian Elliott, which added credibility and strengthened the company’s trustworthiness in the eyes of the investors. A well-established ethos can significantly bolster persuasive efforts.

Logos, or logical reasoning, played a vital role as the co-founders detailed the advancements in their platform technology and its potential to disrupt existing manufacturing processes in the pharmaceutical sector. Presenting compelling factual evidence about cost reductions and environmental benefits could sway investors effectively by appealing to their logical reasoning.

Pathos was also leveraged by conveying the narrative of innovation and entrepreneurial spirit that drove the creation of Celtic Catalysts. The co-founders' personal journeys and motivations could evoke emotional responses, establishing a connection with the investors beyond mere numbers and statistics.

Evaluating the Language and Style

The language and style used in presentations and pitches reflect the professionalism and ambition of Celtic Catalysts. The tone was likely formal, supplemented by technical language relevant to the pharmaceutical industry. Effective use of visuals and clear organization of content also contribute to making a compelling case for investment. Highlighting personal anecdotes or stories helps humanize the proposal and engages the audience emotionally.

Concerns Prior to CEO Recruitment

Prior to hiring Brian Elliott as CEO, investors likely expressed concerns about the co-founders' lack of experience in the commercial sector, as well as the maturity level of the technology being proposed. Their apprehension about whether the team could drive the company forward amidst a competitive landscape could inhibit their willingness to invest. Addressing these concerns was crucial for Celtic Catalysts to build credibility.

Concerns after CEO Recruitment

After securing Brian Elliott’s expertise, the concerns likely shifted toward the execution of the business model and the strategic direction of the company. Investors want to ensure that their funds are utilized efficiently and that the leadership can navigate potential challenges in the marketplace effectively. The recruitment of an experienced CEO mitigated some doubts but introduced new expectations regarding performance and accountability.

Advice for Starting Again Today

If Celtic Catalysts were to start again today, a few strategies could be adopted differently for even greater effectiveness. First, they should consider seeking early-stage advisory support or mentorship from experienced professionals in the pharmaceutical industry to navigate early challenges. Secondly, engaging potential investors during the developmental stages of the technology could foster relationships and gather feedback, making it easier to refine their business model before officially seeking funding.

Additionally, developing a more robust marketing strategy that showcases their unique value proposition upfront could attract more interest from investors as opposed to waiting until later stages. Overall, adopting a proactive approach to build investor confidence and transparency throughout the process would be advantageous.

Conclusion

The rhetorical analysis of Celtic Catalysts reveals essential components of communication in business and investment strategies. Understanding the interplay of rhetoric, the audience, and the persuasive techniques at play is vital in navigating the complex landscape of securing funding and establishing a credible narrative in the marketplace.

References

• Faigley, Lester. "Writing: A Guide for College and Beyond." New York: Pearson/Longman, 2007.
• Aristotle. "Rhetoric." Translated by W. Rhys Roberts. 2006.
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• Goffman, Erving. "The Presentation of Self in Everyday Life." Garden City, NY: Doubleday, 1959.
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