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The purpose of this paper is illustrate how persuasive strategies utilised in social/environmental reports assist to legitimise prevailing, business-centered understandings of social responsibility and sustainable business. The methodologies in this paper are Rhetorical analysis, specifically Aristotle's concepts of ethos, logos and pathos, to reveal the persuasive textual strategies employed by the three companies in their social/environmental reports. Each company makes use of intersecting persuasive appeals that work to both construct an image of a responsible business and also to demonstrate that organisation's performance in relation to those expectations.
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