LastName
Ghazzawi
Kareem Ghazzawi
Professor Mellette
ENGW3304
24 September 2021
Rhetorical Analysis
Nike, Inc; is one of the largest sportswear and lifestyle brands in the world being led by acting President and CEO, John Donahoe. Using a myriad of literary techniques and persuasive language, the corporate correspondence being discussed was delivered by Donahoe in a letter addressed to the public which convinces the audience of the points he is trying to convey. Some of the remarks he shares include Nike Inc.’s positive progress in sustaining its supply chain, such as managing to attain 100% renewable energy in U.S. and Canada in its owned or operated facilities; in addition, the company diverted the waste from landfills by 99.9% (Donahoe 1). These statements are an accurate account of the company’s progress towards meeting its immediate and future goals while also aligning to its vision/mission.
The language used within this letter was strictly factual and formal accustomed to the use of standard language. Donahoe primarily used formal language as a result of him being CEO/Chairman. Throughout this letter, the use of correct and official business terminology meets this expectation. Some of the terms used throughout the letter include ‘sport’ and ‘global.’ They indicate its business model, which is to commission and advance its operations globally as a sports conglomerate. The approach used in writing this formal business letter demonstrates strict adherence to the expectations of this genre.
On top of being CEO/Chairman, John Donahoe holds the mandate of leading the company and showcasing its progress to its stakeholders and the public. There are potential biases from his position. These biases potentially seek to portray the company in a positive image on the ethical front. Although this letter demonstrates high standards of factuality, it encompasses a high possibility of a biased portrayal of its ethical outlook and organizational culture. For instance, the letter offers quantitative data, such as the company’s reduced rate of freshwater by 30% (Donahoe 1). Such a statement is verifiable and quantifiable. However, the letter mentions the company’s efforts towards alleviating racial inequality. This is an ethical issue, and the possibility of exaggerating the company’s efforts by the CEO/President is high. It is a standard practice that the highest post of the company would praise and positively comment on the organization’s efforts to eradicate any form of racial inequality within its environs. Nevertheless, such facts are difficult to verify. Such remarks justify the position that the CEO/President in this letter might exhibit potential bias as he seeks to boost the company’s image. Confirmation bias and self-serving bias are the forms highly likely in this letter.
Although the targeted audience in the corporate correspondence would seem it would be directed to Nike Inc.’s internal and external stakeholders, the tone of the letter can indicate that there is no specific target audience, but rather the general public. Nonetheless, the public, its shareholders, and the company’s workforce constitute the intended audience. Each of these parties has a unique set of expectations from the company. The shareholders, for instance, expect that the company should demonstrate an understanding of its vision and mission. Thus, the company should strive to meet its mission and fulfill its obligations as its owners. The letter addresses this concern as the CEO/President outlines its efforts to meet its immediate and future goals while aligning its operations with the pre-existing mission and vision. On the other hand, the public expects that the company demonstrates high levels of corporate social responsibility (CSR). As a highly profitable entity, the company ought to exhibit concerns on issues affecting the globe’s social, economic, and environmental aspects. Since Nike Inc. operates as a multinational entity, it should exercise CSR on the global landscape. The letter effectively addresses this expectation as there is a mention of the company’s commitment to addressing racial inequality. In addition, there is a condemnation of racial injustice defined as a reckoning by the author. The workforce expects a progress report from the management/leadership on efforts towards streamlining its operations. The letter outlines its steps towards advancing and streamlining its operations. The letter’s ability to target a wider audience and meet each of their expectations demonstrated its effectiveness.
The three persuasive skills are applied interchangeably since this is a formal letter with a wide target audience. The position of the author demonstrates the useful and effective use of ethos. He is the CEO/President. He has the authority to write the letter and speak on the subject matter of progress. The presentation of factual and quantitative information highlights the use of logos. The information can be proven and verified. Thus, the factual presentation of the data and information demonstrates the use of effective persuasive skills. Finally, an emotional appeal against racial inequality highlights the use of pathos.
The author engages the audience by focusing on recent topics and issues that resonate with the public. Use of renewable energy, racial injustice, and the Covid-19 pandemic include the addressed topics (Donahoe 1). The strategies used encompass logos, pathos, and ethos. These strategies were effective since they entailed expounding on current issues that resonate with the audience. Particularly, the frequent mention of racial inequality highlights the urgency of this issue and its relevance in the contemporary business world and marketplace.
Works Cited
Donahoe, John. A Letter from Our President and CEO. Website. 2021. Retrieved from https://purpose.nike.com/ceo-letter