Written Communication

Researchers studying technology development often examine how rhetorical activity contributes to technologies' design, implementation, and stabilization. This article offers a possible methodology for studying one role of rhetorical activity in technology development: knowledge consolidation analysis. Applying this method to an exemplar case, the author describes how explanations of Project Essay Grade (PEG), the first initiative to computerize student essay assessment, made knowledge available about this technology project. More specifically, technologist Ellis Page and his coauthors reworked a key explanatory argument, a justification of PEG's functioning, during the course of several decades, refining and clarifying its key contrasts and strengthening its presentation for generalist educators in particular. Analysis suggests that late presentations of the argument reveal that knowledge was successfully consolidated about a technical procedure Page and his coauthors called “rating simulation.” The conclusion discusses the key advantages and limitations of the method.

This article presents a rhetorical analysis of a Mexican woman's oral narrative performance using a discourse studies and interactional sociolinguistics framework. The results of the analysis suggest that the discursive practice of the oral narrative and that of academic discourse share certain rhetorical features. These features are (a) the fashioning of an authoritative voice, (b) the presentation of evidence for support of a claim, (c) the allusion to authorities for support of claims, and (d) the reaching of a general statement concerning the significance of the account. Given the parallels drawn out between this particular nonmainstream oral performance and the discourse of the academy, the assumptions concerning the link between form of expression and cognition must be reassessed to better understand the nature of constrative rhetorics, especially as this affects students of nonmainstream linguistic backgrounds in mainstream writing classrooms.

Advertising may be the most pervasive form of modern rhetoric, yet the discipline is virtually absent in rhetorical studies. This article advocates a mutually beneficial rapprochement between the disciplines—both in academe and the workplace. Rhetoric, for example, could help address an enduring lacuna in advertising theory. Persuasive communicators since Aristotle have maintained that rhetoric begins with invention, the generation of compelling ideas. Studies of advertising creativity hold that invention begins with the gathering of facts to fuel an association of disparate ideas at the heart of creativity. However, studies of the fact-gathering heuristic in advertising fail to identify a systematic approach for product analysis. In hopes of advancing a rapprochement between rhetoric and advertising, this article demonstrates that Aristotelian causal analysis, long associated with rhetorical invention, can provide a systematic heuristic for product analysis. Rhetoricians can help advertisers strengthen a crucial element—the invention phase—of advertising copywriting.