Description of Moleskine handout.

The photocopy we got of the moleskine pamphlet consists of two main columns.

The left column
The very top of the left hand column is the brand name Moleskine, written in bold, all caps, and centered. Following the name is the trademark symbol. Directly under the brand name it says “Legendary notebooks” This is also centered on the page making this and the name the only things centered on the page. The Legendary notebooks part is not in bold and I find it interesting that the L in Legendary is capitalized but the n in notebooks is not.

Following the name and motto? There is a chunk of space and then there is a series of words in bold. These words are culture, imagination, memory, travel, personal identity. This series of words is in big bold letters, bigger then the brand name at the beginning. This whole section and all remaining writing on this page is aligned to the left. The C in culture is capitalized as if it is starting a sentence and there is a period after identity.

Starting on a new line, but located close to these larger words is a sentence in a more regular font. The sentence is 35 words long and uses a colon. I would call this a complex, declarative, loose sentence.

There is a another large chunk of space between the above mentioned long sentence and the following part. The next part starts with smaller words and end with big ones, in contrast to the section above. This consists of a brief mention that there is more to be seen and in large bold lettering is the website.

After the website there is probably a 1.5 inch space, the biggest one yet. In slightly larger letters there is a heading that says Quality Control. Below this heading (which is aligned left) there is a paragraph consisting of 5 sentences. The sentences have the following word count 11,3,11,17,15. All of the sentences appear to be declarative except for the second one which is imperative. All of them also seem to be simple, with the exception of the fourth which I would say is complex? I would also say that all of the sentences are loose, although I wonder again about sentence 4 I’m not really sure what to do with the “despite our best efforts” part.

Page two:
The next page, the column on the right of the photocopy is lengthy and wordy. There is a heading followed by 4 paragraphs which are all indented, and each paragraph is separated by one space.

The title of this section is “The history of the Moleskine notebook” This heading is a bit bigger then the rest of the text and it is centered. I find the capitalization odd (a thought for later)

The first paragraph consists of three sentences of the following word lengths 34,55,30.
1. loose, complex
2. periodic, complex
3. periodic, complex

The second paragraph consists of 5 sentences that are 14,12,33,33,23 words long
1. loose, compound
2. periodic, compound
3. periodic complex
4. loose, complex
5. loose, compound

The third paragraph has three sentences that are 26,22, and 32 words long
1. loose, complex
2. periodic, complex
3. periodic, complex

The fourth paragraph is 5 sentences which are 21,20,20,27,27 words long.
1. loose, complex, the tie into the page one list of words in bold.
2. loose, compound
3. periodic, complex
4. loose complex
5. periodic, complex

all sentences are declarative.

Characterize Diction

Characterize Type of Style

Rhetorical Situation

To briefly put myself into the rhetorical situation lets look at the wider issue at hand. Moleskine notebooks are much more expensive than some of their competitors. With that being said, I cannot attest to the quality of the paper, binding, outer shell, or the elastic page holder. These factors may explain the five dollars spent on two notebooks, but once again coming from my point of view, they are miniature notebooks. Binding and paper.

The rhetor(s) here are mostly likely a marketing team for Moleskine whose main push is to create a sense of community through the purchase and use of their product. I do not know what style of marketing is used on the front of the packaged notebooks to entice buyers, as they are more expensive than many other notebooks of similar size. But the major issue at hand it seems, with this post purchase reminder of their historical excellence, is the creation of a Moleskine culture, with the main goal of creating repeat sales from previous customers. Working with limited space and technical options, the folded pamphlet establishes an ethos through the first contact with their literatures main point, Legendary notebooks, through the Moleskine emblem and word mark. The literature presented continually stresses the historical importance of Moleskine for a person’s lifestyle through heavy rhetorical appeal and historical exemplification of noteworthy users of their product.

Description Part 2

Katie Johnson's Description

Hello Kelly and Katie. Here is what I have so far. I apparently have an angry neck and brain this week (I think all the neck cracking caught up to me), so I am a little behind on the figures of speech. I plan on posting them tomorrow morning. Here is what I have so far that is completely finished.

Type of text

The vast majority of the work is made up of judicial and epidectic styles of discourse with discourses on the booklets history and the its importance in today’s world. There are snippets of Deliberative though. For instance, they tell the buyer that the booklet “will become” an integral part of their personality.

Ethos, Pathos, Logos
• (ethos) Section dealing with the quality check. The fact that this section details the craftsmanship that went into each booklet is connected to the producers insistence that the buyer hold onto their ID number and also report any defects. The initial building of an ethos of modernity is also addressed as they provide instructions for the uploading of pictures on the internet to show the issues. First connection between the booklet/and its producer and modern forms of communication is established here.
• (ethos, logos) The sections dealing with the illustrious history of the booklet establish ethos, with much of this establishment coming from bits of logos (dates and names)
• (pathos, ethos)Throwbacks to an earlier times of nomadic inventiveness, partially through logos (historical facts) create a pathetic appeal to a hoped for type of personality or style of living. These throwbacks also work to create an ethos around the product as they are connected (final paragraph) with modern technology.
• (pathos) Much of the vocabulary used works to build a general persona around its users.

Patterns of Repitition-remarks as to the greatness of the booklets history, adding to the personification of its users and Moleskine’s contemporary usefulness, this builds upon the booklets ethos.

Relationships: The authors of the text consistently relate the Moleskine notebooks to modernity. This is achieved through looking at a past of respected figures in our modern day, and sections which connect the notebook to technological forms of communication.

Figures of speech:

Clarity- The vocabulary used here is not exactly familiar in a colloquial sense but to put myself into the rhetorical situation, the concepts seem easy enough to unpack. The text is vivid, the points are made quickly, though repetitiously.
Correctness- In terms of grammar and stylistic norms this piece fits into the personal categories created by its rhetorical appeals of educated and ambitious individuality. Words used are complex and multisyllabic and fit into the context of the piece.
Appropriateness- As an article of propaganda, the texts fits. The vocabulary used is meant to inspire confidence in the product.
Distinction-In terms of distinction this text is “highly” unique, to say the least, the most noticeable example of this distinct word choice “contemporary nomadism.” In relation to this uniqueness is the usage of French, giving the work a sense of sophistication.

Some noted figures of speech:

Periphrasis with a side note of Climax “…was Bruce Chatwin's favorite, and it was he who called it…” Their choice to say “and it was he who” could just as easily be slimmed down to read “and he called it” though the text would not sound as climactic as they build up to the naming of the notebook.

Climax- “A simple black rectangle with rounded corners, an elastic page-holder, and an internal expandable pocket: a nameless object with a spare perfection all its own,” Sentence is building up the importance of the notebook.

Enumeration (kinda making a stretch here)- “Today, Moleskine is synonymous with…- in both the real world and the virtual world.” “Moleskine notebooks are partners for the creative and imaginative professions of our time.” “They represent, around the world… closely connected with the digital world through a network of websites, blogs, online groups, and virtual archives.” “With Moleskine, the age-old gesture… unexpected forum on the web and in its communities.”
The connection between Moleskine notebooks (old technology) and modern forms of technology and communication is restated multiple times in the final paragraph.

Ellipsis- “The Moleskine® notebook is the heir and successor to the legendary notebook used by artists and thinkers over the past two centuries: among them Vincent van Gogh, Pablo Picasso, Ernest Hemingway, and Bruce Chatwin.” The text mentions notable artists and thinkers, but when presented this notable figure are not put into catagories, this is left for the reader to do. These artists and thinkers though are what can be considered as part of our common knowledge (though I did not know about Chatwin), most people would not put Hemingway in the artist catagorie.

Ellipsis-“ In 1997, a small Milanese publisher brought the legendary notebook back to life, and selected this name with a literary pedigree to revive an extraordinary tradition” We are to determine that the name is Moleskine.

Metaphor-“ Moleskine notebook is a battery that stores ideas and feelings, releasing its energy over time.” Notebook
battery…need I say more

Metonymy- “A trusted and handy travel companion, the notebook” As discussed in class
Catachresis-"Le vrai moleskine n'est plus" are the lapidary words he puts into the mouth of the owner of the stationery shop” term of precise gem cutting does not fit with this phrase which we discussed in class.

“the notebook held invaluable sketches”
“providing an indispensable complement to the new and portable technology of today”
Much of the text falls into the category of Hyperbole in my opinion, here are the most poignant examples.

Parenthesis/Apostrophe-“ With Moleskine, the age-old gesture of taking notes and doing sketches - typically analogue activities - have found…” Hyphens set aside related information, but does stop the flow of the original point.

Sententia "Today, Moleskine is synonymous with culture, imagination, memory, travel and personal identity." Declaration of the notebooks relevance in all of the areas mentioned above.

Prosopopoeia "Le vrai moleskine n'est plus." Use of Chatwins adoption of the previous owner's going out of business lamentations.
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