Outline

I. Introduction
II. Rhetorical Features Audience and Purpose
a. Intended Audience
i. BW (BusinessWeek)-People with not as much business knowledge, usually, but who are interested in the subject matter of business and wanting to read articles pertaining to business topics.
ii. BSC (BusinessSourceComplete)-Database for research and scholarly articles that pertain to business. The people looking at this stuff are likely to be majoring in the subject field and possibly in need to articles to support papers they may be writing.
b. Dicourse Communities
i. BW-anyone basically with an interest in business
ii. BSC-usually students or high up corporate marketing leaders/people with high levels of understanding of the subject.
c. Readers Know?
i. BW-People probably know some normal business language, but nothing too advanced. Some people reading BW however are probably very knowledgeable about the subject-matter. People reading it probably have the most basic of business knowledge to very advanced understandings of difficult topics.
ii. BSC-Readers probably have a very high level of knowledge of advertising and marketing. They are reading articles about research done to better understand people’s views on various marketing aspects.
d. Time Spent Reading the Article
i. BW-Seeing as It is a magazine people are probably interested in an article that takes a couple minutes to read or skim over at most. They are generally uninterested in articles that are pages and pages long.
ii. BSC-People reading this are generally not worried about time constraints when reading the article. The article is all the results from a research study so the reader is probably going to look over it multiple times and look at the graphs contained in the article.
e. Writer’s Purpose
i. BW-The writer wants to express and opinion that advertising during television shows is wrong and that more regulations need to be taken. The piece is very one sided while going against “subliminal” advertising during television programs that air during prime time.
ii. BSC-The writer wanted to take a question (or a hypothesis, actually a number of hypotheses) and test them. The piece is very unbiased presenting a lot of facts that he sites in his piece and he gives the reader all his numbers from his surveys in graphs that show the results.
f. Action Writer wants the Reader to Take
i. BW-The writer seems to want the reader to take a stand and agree with him. He very obviously wants change and wants you to agree with his beliefs and help the change come about in a quicker fashion.
ii. BSC-The writer wants other people that have major knowledge in the field of marketing and advertising to further the research and expand upon the results he found. He could possibly want them to find ways to make the internet a more productive means of advertising by catching people’s attention more effectively, up near the levels that television is capable of doing.
III. Content Features
a. Selection of Content
i. BW-The writer seemed to select content purely on things he noticed. He did site one or two sources for statistical data in his work, but the rest was just his interpretation of the data and how he thinks the advertisement during television shows needs to be more closely monitored.
ii. BSC-The writer did a lot of research before even starting his surveying of people to determine what people felt was the best form of advertising. He has a well laid out article that has multiple citations of facts from other people that he uses to help give background information that pertained to the data he was further researching through his surveying. He selected various facts that kept the piece from becoming bias towards one position or the other.
b. Appropriate or Inappropriate Information
i. BW-Being from a magazine I feel that anything would go in this article. He did not present any graphs like the BSC article did, but they were unneeded. The article was mostly one sided arguments for the position that there needs to be an increase in the amount of regulation that goes into advertising during television programs. None of the information was inappropriate, but I feel had he included graphs to show that others view his opinion it would have been out of place with the article because he seemed content with talking about his views alone.
ii. BSC-The article contained graphs that were very appropriate to display data he collected. It was a well supported piece that contained a lot of information about the effectiveness of advertising through different medias—mostly internet and television. I do feel, however, that had he began putting a lot of bias into his piece it would have not fit well with the work as a whole because it was a factual work that was trying to prove a hypothesis rather than display his personal position on the subject.
c. Evidence in Support of Claims
i. BW-The writer uses very little evidence in his piece except when supporting statistics he presents to the reader. His “support” for his idea that advertising needs to change comes from his own opinion, but not much else.
ii. BSC-The writer uses a lot of support in the entire paper. He researched the topic beforehand and uses information to support all his facts. He even uses his own data he collected in order to answer the hypotheses he poses towards the beginning of the piece.
IV. Structure
a. Structure of Article
i. BW-The article is arranged very straightforward. It is just reading left to right, top to bottom. There is nothing out of the ordinary with the arrangement of the article other than it being broken up into a couple different sections with headings that draw attention to the new topic being presented. The author begins with a very brief background on the subject matter then almost immediately begins on his rant of how change needs to be made for in programming ads.
ii. BSC-The article is arranged in two columns throughout the majority of the piece. There are multiple headings within the piece that help organize the information and allow the reader to find certain pieces of information more easily should they need to do so. The article is structured with a beginning that presents the main idea of the research and the background that has to do with advertising on the internet and on television. It goes on to present the hypotheses and then talks about the research done to draw conclusions. After the research is presented and analyzed the writer talks about the conclusions he drew and then finishes with limitations of the study and ideas for further research. At the very end of the article—three full pages—he presents his works cited sources which contains nearly one-hundred different works he used when constructing his paper.
b. Serve Audience
i. BW-The way the article is organized serves the audience well in that it splits up the already small article into even smaller parts by providing different headings within the article itself. The audience is interested in a quick read and by being presented with two sections that have four and five paragraphs respectively the “task” of reading it does not seem difficult or time consuming at all. The headings also pose as transition and can possibly cut down on the number of words being used which helps cut length.
ii. BSC-This article is also broken down into shorter segments that allow the reader to find specific points or specific times when certain information is presented more easily. The article from BSC is much longer than the one from BW so it is more necessary to have various headings to allow for an easier time of information sorting. People are more likely to read over the BSC article multiple times than they are the BW so the headings are more needed in the scholarly work than the magazine article.
V. Style/Language
a. Formal/Informal
i. BW-The language the writer uses in the magazine makes it feel like he is having a conversation filled with debate. It seems like he is talking to the reader and giving them points about what he believes then follows those points with reasons he feels everyone else should agree with him.
ii. BSC-The writing of the scholarly article feels as if he is talking to an entire audience, somewhat like he is lecturing. It does not feel as if he is talking to you, but rather than he is talking to multiple people at once. This may be because the BSC piece is a bit drier than the BW piece, much in the way listening to a lecture is compared to having an actually conversation.
b. Specialized vocabulary
i. BW-There is not much along the lines of specialized vocabulary presented in the BW piece other than calling the use of products in television shows as a part of the plot stealth advertising. He explains what that is to the audience, but other than that most things appear in everyday language. Federal Communications Commission
ii. BSC-The BSC article uses a lot more vocabulary and more elaborate wordings for things. Uses things like “medium of advertising, banner ad, button ads, pop ups, online advergaming and keyword ads.” These different uses of ways to advertise may not be known the general public which is probably why you don’t find these type of words in the BW article, but since the audience of the BSC article seem to be more knowledgeable about the subject those types of words are more easily used.
c. Length of Sentences and paragraphs
i. BW-The sentences are of average magazine length, not too long, but not childish short either. The paragraphs are all two or three sentences long, tops.
ii. BSC-The paragraphs are lengthier and the sentences more elaborate than the ones from BW. This is expected though due to the differences in audience these two pieces are trying to appeal to.
VI. Conclusion