WRITING FOR THE WORLD WIDE WEB

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Rhetoric and Web Design

• WRITING FOR THE WORLD WIDE WEB
• LEE HONEYCUTT

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Rhetorical Modes

• Ethos - root of word "ethical." Reputation or
  character what others think of us and whether
  they feel they can trust us. Construction of
  digital ethos.
• Logos - root of word "logical." Concerns the
  logic and consistency of the message being
  communicated. In other words, does the content of
  your site make sense and is it written in a
  consistent tone or style?
• Pathos - root of words "pathetic" and "empathy."
  Deals with emotions, specifically those of the
  audience. In classical rhetorical theory, was a
  primary vehicle of persuasion. Has come to mean
  any rhetorical act that addresses audience
  expectations or information needs.

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Rhetorical Triangle
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Constructing Digital Ethos

• Visual aesthetics
• Site organization
• Ethos as gathering place
• Use of language
• Audience-centered language
• Effective labeling systems
• Web-based writing guidelines

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Rhetorical Analyses

• Monsanto - subtle appeals to pathos and ethos,
  along with well organized site
• John Deere - increasing emphasis on audience
  segmentation
• Firestone - problematic site for several reasons

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Monsanto
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Monsanto Background Image
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Knowledge Center
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Knowledge Center Today
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John Deere Site

• 1998 - broad site for generalized audience
  little audience division or product information
• 1999 - segmented audiences with greater product
  detail
• 2000 - multiple audiences with product divisions
  within each category

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1999 Deere Site
Field Labels - Agriculture - Construction -
Grounds Care - Power Systems
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2000 Deere Site
Audience Labels - Farmers/Ranchers -
Contractors - Loggers - Homeowners - Grounds
Specialists - Golf/Turf Professionals
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John Deere Today
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Firestone - September 2000
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Firestone - November 2000
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Firestone - December 2000
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Firestone Site Changes
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Firestone Today
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Forms of Audience Analysis

• Draft preliminary sketches
• Conduct role playing exercises
• Hire focus groups
• Model transaction flows
• Prototype site sections
• Conduct usability tests