Mike, Sara, and Tim

Description

Words ≈ 542
Sentences ≈ 22 (Not including headers, etc)
Paragraphs ≈ 6 (Not including headers, etc)

Two pages blown up to fit on one, page one on the left and page two on the right.

Page One
Page one is broken up into 4 sections; Company name, slogan & description, web location, and quality control. These sections are broken up by large white space, giving breaking each section into a block of text. The first section holds the company name and is located at the top (header) of the page in a large fancy font with the product name below in a different font. The second section uses the companies slogan as its header in the same style used for the company name in the first section, and is also a compound sentence. Also included in this section is a one sentence description of the company; at 35 words, it is the longest sentence on the first page and is a complex sentence. The third section of the page is the web location, which uses the form of a compound sentence to introduce the user to their web address. The web address is also in the same style font as the company logo and and slogan in the previous sections. The final section of the first page is at the bottom of the page, in a smaller font then the rest of the sections. This section is comprised of 4 sentences; 2 simple, 1 compound, and 1 complex.

This page contains 2 paragraphs, and 6 sentences (7 if you include the slogan header). This first page also contains all three forms of sentence structure, but only the Quality Control section contains simple sentences, which are the only 2 throughout the document. There are visual differences between the "Quality Control" section and the rest of the page, mainly in the font. The section pertaining directly to the company itself and the image they try to project of themselves are in a larger font, with an even larger header, which has matching font with that of the company logo. The quality control section, while important to the company as a means of trying to show they care about each product they produce, is in a smaller font placed the furthest away from everything else.

Page Two
Page two is one solid section, written in the form of an essay with a title centered at the top in a slightly larger font and made up of 4 distinct paragraphs. The first 3 paragraphs are about the history of the the company; the original french bookbinder, a famous french writer, and the publisher who picked up the name to re-establish the product. The final paragraph ties its history to today. This page of the document does not contain a single simple sentence, and is entirely comprised of compound and complex sentences. There is a pattern in the paragraphs by use of the sentences; the first paragraph contains 3 sentences, the second contains 5, the third contains 3, and the fourth contains 5. The paragraphs containing three sentences are directly written about the history of the creators themselves, the first being the little french bookbinder, and the second being the Milanese publisher who brought the notebook back to life. The first sentence of the page is a complex sentence, as well as the last sentence of the page.

Patterns and Register

"Culture, imagination, memory, travel, personal identity."
*-isn't a proper sentence structure but these words are fit into the following sentence that lies underneath this heading
*-
i.e. The story of the "small family-owned company" throughout the moleskin history and family is mentioned in the blurb under the second heading..."Moleskin is a brand that identifies a family of notebooks..."
This notebook isn't referred to as just a notebook a majority of the time. Repeatedly, it's announced as "The Moleskin notebook." (to stress its importance by giving it a sort of proper name?)

Structure

2nd page: "The history of the Moleskine notebook" is centered. (not set up like a typical title as far as capitalization)
- 4 paragraphs with justified margins

Patterns

- paralleled words
*artistic and literary
*browsed and bought
*trusted and handy
*glimpsing and recording
*ideas and feelings
- 4 colons

Style

-grand and epideictic
*lapidary?
-hyperbole: "They represent, around the world, a symbol...." (para. 4)
*on the outside, it's a redundant phrase...to represent a symbol
-pun: "small French bookbinder" (para. 1)


The Rhetorical Situation

The rhetor in this situation is the marketing department at Moleskine, even though the audience has already made the purchase of the notebook. They are taking the reader aside and letting them know what they bought. It is different from the way a marketing department would usually work, in that a consumer has already purchased the notebook. In this case, it is more of a customer retention effort.

The exigence in this situation may be the reader's desire to know more about the product. But the exigence is also the folks at Moleskine wanting the reader to know more about the product.

There is one presupposition that is definite. Moleskin knows that many creative types buy pocket-sized notebooks, and the first paragraph caters to that presupposition. They want the reader to think that buying this little notebook is the first step in becoming Ernest Hemingway (I think I just stepped into the rhetorical situation/analysis).

Part 2


Catalog of Figures:

Virtues of Style

Clarity
Correctness
-don't know what more to put here other than their writing was correct as far as punctuation BESIDES the motto on the top left
Appropriateness
-the way it is written can be expected because of its appeal to emotion, it's a form of advertising -grand style
*formal ...."it was he who.." -"it" is a filler, "he who"
Distinction
-colons are good example of how the rhetor ornaments the text, by splitting up the sentences and drawing the reader to what's after the colon
-rhetor possibly flexes their ability to use the colons
-name dropping
*van Gogh
*Picasso
*Chatwin
*Hemmingway
-font selection for primary header on left page
*almost looks like it's chizzled in stone, as though it's been around for ages
-their motto is basically their definition of distinction, it's set apart from the rest of the formal and correct sentence structure and grammar used in the rest of the text
-justified margins on the left as opposed to the left justified on the left page

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