Morgan Stanley Rhetorical Analysis

In the article, “Morgan Stanley: Battery Storage To Grow Four Times Quicker Than Market Thinks” Giles Parkinson uses its points on battery technology in Australia to effectively convey its information to the right audience. The point of this article is to show how Morgan Stanley, a bank, is expecting future battery storage technology to grow exponentially and that this growth is being severely underestimated by the energy industry. Parkinson uses rhetorical appeal of both ethos and logos in conjunction, as in this article having one without the other would severely detriment the quality of the writing. The dominant use of these two rhetorical appeals make it so the article is taken seriously and this is important, as Morgan Stanley is a bank

This report is referenced many times in this article and is an important part for the information of this work as a whole. This is where most of the facts come from and is used as the backbone for this article. The rhetorical appeal of both logos and ethos is most exemplified here. This report uses evidence-based research to estimate the market for solar power, both developing companies and their technologies, and at home installation of panels on rooftops in Australia. Morgan Stanley’s research looks at companies and consumer reports pertaining to battery technology and its mass adoption. A lot of the detailed figures Parkinson uses are derived from this report, and even the infographic displayed within this article is found in this research report. Parkinson writes that the small amount of Australian homes in the market for battery storage, 2,000, will expand to a million by 2020. This information comes directly from the Morgan Stanley’s report. Parkinson relies heavily on combining the credibility of this research report with the mass amount of information it holds to effectively spark interests in his audience and for them to agree with

He writes mostly on snowball effects brought on by cost reductions, mainstream markets, creation of better business models, and ease of finance.

Parkinson does note problems that can occur when using the Morgan Stanley estimates. These mainly include lack of standards of pricing and policy which will be needed to prevent loss of public appeal. This endnote is great for the reputation of Parkinson as he acknowledges the “bad” of his topic. When writing about topic with many sides of it, it is important to show both sides as it shows understanding of the information and is a key element to research work. I would be more worried about Parkinson’s credibility as a writer if he did not put in this last small rebuttal.

What I would like to know is why does Morgan Stanley’s estimates vary so differently from other sources of battery adoption. What is the general consensus of policy makers, the ones who can make the most impact on spreading this kind of technology to the public, when it comes to forecasting solar and battery markets? I would also like to know the American side of this equation, not just Australia. Where can we make the same advancements in solar and battery markets that Morgan Stanley predicts in Australia, but in the United