This document outlines a framework for writing effective, persuasive documents. It discusses the rhetorical situation, which consists of purpose, audience, and context. Understanding these elements helps writers consider what and how to write. The document also discusses rhetorical appeals, design principles, and questions writers should consider regarding credibility and the needs of the audience and context. The overall framework is intended to be applied to a variety of professional writing tasks.

1. Rhetoric & Document Design
Rhetoric & Document Design
Framework
A set of principles that can be applied to a
A set of principles that can be applied to a
variety of professional writing tasks and
situations.
English 3885: Writing and Publication Development
Spring 2009

2. Framework for Writing
Framework for Writing
Effective, Persuasive
Documents
Effective,
Rhetorical Design
Persuasive
Situation Principles
p
Documents
D t

3. Rhetorical Situation
Rhetorical Situation
Components
Purpose
Context Audience
Writer/
Designer

4. Rhetorical Situation
Rh i l Si i
• Any time you communicate
Any time you communicate
with a text/document, you are
addressing a situation that calls
for some type of action.
f f i
• This situation consists of the
elements that must be
elements that must be
considered when writing or
designing a document.
• Knowing these elements helps
you write or design the needed
document.
document

5. Writer
• A th /C t /D i
Author/Creator/Designer
• Considers all other elements
(audience, purpose, context) of
(audience purpose context) of
the situation to produce an
effective, persuasive document.
• Uses rhetorical appeals (see next
slide) & design principles.
• Ad t t l
Adapts style and tone of writing
dt f iti
for specific purpose, audience,
and context.
and context.

6. Rhetorical Appeals
Ethos
Pathos
Logos
Writer/Designer

7. Purpose
• Answers the question—
Why am I writing?
Why am I writing?
• To inform, document, persuade,
pp p
entertain, amuse, appeal, please,
earn or maintain good will,
convince, instruct, explain, or to
call to action.
call to action
• Most documents or texts have
p p p
multiple purposes.
• Relevant to the needs and
concerns of the audience &
context.

8. Audience
•AAnswers the question—
h
Who am I writing for or to?”
•AA person or group of people to
f l t
whom the writing is addressed.
• P i a y e u e o da y
Primary versus secondary
audiences.
• Target audiences
Target audiences
• General audiences

9. Context
• Communication occurs in some
historical, cultural, political, and
historical cultural political and
professional setting. This setting and
all of the factors will dictate what and
how something gets written.
• Use community conventions
(generally agreed upon practices) for
(generally agreed‐upon practices) for
written communication (informal vs.
formal style).
• In what situation would the
document or text be understood or
not understood by its audience?
ot u de stood by its audie ce

10. Rhetorical Situation &
Rhetorical Situation &
Questions
• Why am I writing?
h I ?
• How will I establish my
credibility with my audience?
dibilit ith di ?
• To whom am I writing?
• Given audience and purpose,
d d
what does the context/situation
call for?
call for?

11. Design Principles
• Alignment
Al
• Proximity
• Contrast
• Repetition/Emphasis
• Color
• Typography
• Organization & Sequence

12. Rhetorical
Situation
Principles
Visual
Visual
Exercises
& Projects
& Projects
Design
Principles