Full Description
In this book, Elizabeth C. Tomlinson offers a rich analysis of the ways that rhetorical principles inform the world of work. With in-depth, engaging examples from across business, Tomlinson draws on a broad range of rhetorical scholarship including both ancient and contemporary works, as well as on select materials from management and entrepreneurship. The author shows how principles such as audience, ethos, stasis, kairos, metaphor, topoi, and visual rhetoric inform the development and survival of businesses. With extensive examples from surveys and interviews with business owners, archival trade journal data, business plans, annual reports, corporate social media, pitch competitions, ESG reporting, case studies, and business websites, Applied Business Rhetoric demonstrates how arguments can be successfully constructed across multiple business genres, and illustrates the usefulness of applied rhetoric for both building and analyzing arguments. Scholars of rhetoric, professional writing, and business communication will find this book of particular interest.
Contents
Acknowledgements
Chapter 1: Introduction
Part I: Launching Businesses
Chapter 2: Audience and the Creation of Adherence
Chapter 3: Topoi and Founders' Initial Audiences
Chapter 4: Stasis as Heuristic: The Development of Early Stage Businesses
Chapter 5: Stasis for Analysis: Appealing to Investors
Chapter 6: Ethos: Establishing a Reputation with Investors and Consumers
Chapter 7: Epideictic Rhetoric: Founders' Approaches to Establishing Shared Values
Part II: Sustaining Businesses
Chapter 8: Case Study: A Longitudinal Examination of a Business's Rhetorical Work in Creating
Customer Adherence Through their Website
Chapter 9: Loci: Using Corporate Social Media to Connect With Customers
Chapter 10: Kairos and the Timely Pivot
Chapter 11: Metaphors and Annual Reports
Chapter 12: Visual Rhetoric in Business Documents
Chapter 13: Conclusion
References
About the Author
