Portfolio Task 1 – 99+283+107+877+143 1509/1375 Introduction – 99/130 The mission statement of Hotcourses is a particularly interesting case, in that it defies many standard expectations of mission statements. Its tone is informal and links are sporadically scattered through its paragraphs. These differences are, I believe, motivated by a desire to appeal to a slightly different audience than found in most corporate mission statements; primarily its potential customers. I will be investigating how Hotcourses use the style of their mission statement to appeal to different audiences. I intend to use a genre analysis, with some reference to social actor analysis to further demonstrate this example of audience design. Literature Review …show more content…
The conjunction ‘whether’, starting the sentence is also very interesting. By offering a choice between three alternatives, it is assumed that the reader is one of these, that the reader is somebody who wants to study something, and take a course. Throughout the text, there is a lack of business or legal jargon, which is often found in mission statements (King et al 2014), perhaps to ensure that it is still widely accessible to a wider audience. One particularly interesting feature in the hotcourses mission statement is the use of social actors (van Leeuwen 1996). The three main social actors are the company itself, its employees, and the reader. By explicitly referencing the reader, and directly addressing them, the text creates a synthetic relationship, a subtle persuasive technique reminiscent of advertising texts (Harwood 2005). In the following extract, it is possible to see how the social actors of the company and the employees are separated. Figure 2 Paragraph 3, Lines …show more content…
This suggests that hotcourses anticipate an audience desire to share the mission statement, and are happy to facilitate that. The image seen in Figure 3 also appears to be an unusual choice, that of a beach scene containing 45 adults and one infant. There is no caption, but it is assumed to be the staff, here perhaps attempting to appeal to potential employees by showing the informality and camaraderie within the team, as well as its family
An article discussing the importance of a mission statement states that a mission statements’ job is to outline the organization’s unique purpose and establish the basis of its values and traits, as well as describe the attitude that is to be expected of those a part of the organization. Furthermore, this philosophical foundation sets the “tone” for physical actions, meaning that the content of the mission statement can determine the behavior of personnel (Hitt & Ireland, 1992).
In analyzing the advertisement, it is clear that the author ties all these forms of writing together. In doing so, he hopes to gain the biggest audience by appealing to many different life styles. The author uses persuasion as a tactic, which is used to lure potential vacation hunters in to choosing his place of choice. He presents all forms of writing strategies (ethos, pathos, and logos) in the advertisement with the most concentration on logos and pathos. The author feels that the best way to persuade the audience of choice is to state the facts in the text, and then support those facts by appealing to the emotions, which is accomplished in the picture. In some cases, the author only selects one category of writing, which all depends on what he or she is trying to promote.
Dan Heath explains how to create a successful mission statement. He states that nowadays people prefer simplicity. For example, it is useful to replace some pompous or rude words with the simpler ones like present, instead of serve, or the word “damn”, that should be undoubtedly censored. Likewise, the mission statement should not be too limited, for instance, Italian food, instead of pizza should be offered to customers (FastCompany, 2010). More to the point, the food parlor might offer family entertainment that is associated with the integrity. In other words, it is essential to make words sound more concrete and precise, answer the question of why it is necessary to use that particular product (Hitt, Ireland, & Hoskisson, 2015). It is of paramount importance for the mission statement to reflect the fact that the company cares for its customers.
In today’s business world, it is difficult to find mission statements that are both effective and clear in communicating the company’s core values. “Our mission is to provide book-lovers and those they care about with the most inspiring retail and online environments in the world for books and life-enriching products and services.” This mission statement is strong and focuses on its target audience, while effectively representing the fundamentals of “big” writing. “BIG Writing: The Fundamental Discipline of Business Writing”, by Michael Sheldon and Janice Willett, explains the importance of BIG messages in business writing and the ways in which BIG writing can be implemented. BIG is an acronym for “Business Is Good”, and describes the core messages that should form the basis of a company’s communication.
Klein, Naomi. "Chapter Seven." No Space, No Choice, No Jobs, No Logo: Taking Aim at the Brand Bullies. New York: Picador USA, 2000. 143-64. Print.
In an audit conducted with the global athletic apparel brand, Lululemon, it was found that multiple public relations theories could be applied to its communications with both internal and external publics. Two prominent theories found through analysis of the crises dealt with by the company were the agenda setting theory and the semiotics theory. As Lululemon has faced crisis in the media on multiple occasions, these theories suggest which public relations techniques worked, and alternatively which didn’t.
Reaching new people is the key to expanding a company’s image and success to heights no one could have imaged. Why does awareness play a big part in sponsorships? A study conducted by Hoek, Gendall, Jeffcoat, and Orsman found that sponsorship generated higher levels of awareness than did advertising (Shank 334). Seem rather inclusive that a sponsored event where consumers could be the...
The data was primarily collected through participant-observation and the analysis of the data is done with an analytical device Burke’s pentad (1969). The pentad is a useful analytic device in that it permits a highly condensed summary of the rhetorical force of a narrative (O’ Connor, 1995) according to the key dimensions of act (what the organization is doing, in this case, telling stories), agent (those building legitimacy), agency (how legitimacy is built, in this case, through intertextuality), scene (the background context in which legitimacy building take place), and purpose ( to build legitimacy but also to succeed with other personal or organizational objectives, such as to make money). The distinctions set forth in pentadic analysis
Mission statements are meant to inspire and convey direction that the organization intends to stay on.”Through a mission statement, policies and procedures, a proper management style, and direction, criminal justice administrators attempt to ensure that the organization maintains its overall goals of crime treatment and suppression, and that it works amicably with other organizations and people” (Peak, p. 25). Mission statements are a written declaration that reflects the core purpose behind who the organization is and what they stand for. It encompasses the important elements and keeps people within the organization on the same page, defining what is important, the goals, and excludes the unimportant.
Eastman Kodak is using IMC tools to make the connection between consumers and their brands. A major advertiser, Kodak uses all the disciplines including advertising, sales promotion, electronic media, CRM and PR. Public relations (PR), has been a key measure at the corporate level to "help build brand reputation, communicate financial performance, and address public affairs issues that affect company success" (http://www.prfirms.org/docs/ 2006/2006ANA_Presentation.pdf). However, the flip side to PR is how it helps connect target audiences to build and position brands, change behavior, and move products off the shelves. To keep Kodak's products in consumer's minds, Kodak has geared up a multitude of movie-themed promotions and sweepstakes prizes using a variety of media outlets. For example, Kodak EasyShare Gallery offered consumers free movie tickets to Pirates of the Caribbean: Dead Man's Chest with a $20 purchase at KodakGallery.com. As well, an online sweepstakes asks consumers to participate in a photo treasure hunt for a chance to win Kodak products or a trip to Disneyland (Johannes, 2006). Our paper will explain our chosen IMC message; identify our target audience and how the message/message strategy will influence behavior, and the strategy we will use to ensure a consistence message in the marketplace.
Well, for starters, it means that whatever the organizations under the non-profit sector aim to accomplish, they will have to do so while adapting to the new social culture as a matter of maintaining their visibility and efforts to progress as an organization. Of course, there will be advantages and disadvantages with media’s influence and impact on the non-profit sector, but despite the challenges, in order to distinguish the authenticity of organizations, we as individual entities need to be educated in terms of how we can identify organizations that have become vulnerable to the idea that media has shaped them, in comparison to using media as a tool and, rather, shaping media.
As part of the organization process, one must know why one is writing the message and what one is hoping to achieve. In addition, one must know the purpose of the message and who the audience will be as well as their potential response. Writing the message with the audience in mind will not only help shape the style of the message itself but the tone in which it is presented as well as the formality of the language used. Tone is the main t...
For my analysis, I chose to write about Starbucks Coffee Company and its mission statement. Starbucks’ mission statement reads, “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” We all know that Starbucks has enjoyed a huge amount of growth over the past 10+ years, and it is clear that they are seeing that success because they are putting their mission into action. Reading the mission statement, it’s easy to identify Starbucks’ areas of focus: the human spirit, coffee, and community. The company’s “About Us” web pages align with its mission statement.
... which is a part of the “public” is also a concern for “public relations advertising”. The way the manufacturers prepare their “advertisements” is crucial to inform the “merchants” about their work. ”Employees” in an organization is the bone of the future success of an “organization”, therefore improving the relationship with them with the different tools of “advertisement” is important. Consumers contribution to an “organization” have to get polished with the “advertisements” for both sides’ mutual benefit. To this end, “advertising” has an important affect in both “labor relations” and “public service”and this way they understand an “ organizations’ ” main aims (Canfield and Moore1973:160-161). In order for the organizations to work effectively, it has to consider the factors which surrounds it. (Gregory 1996:27). Organizations involving phases consists of:
The statement of a mission encourages one to progress to succession. A mission statement involves strategic planning in ...