Rhetorical Analysis of Jim Collins book Good to Great Rodolfo Sanchez University of Texas at El Paso
Author Note Rodolfo Sanchez, majoring in International Business and Finance at The University of Texas at El Paso
2 RHETORICAL ANALYSIS
Abstract The paper will demonstrate the rhetorical analysis of an article based on a book called Good to Great by the author Jim Collins. The analysis is done by using the factors implied in the rhetorical analysis called, ethos, pathos and logos. It will compare how the author of the book used them and how they affect the audience perception of the article.
3 RHETORICAL ANALYSIS This paper will define the meaning of a rhetorical analysis, more specifically the rhetorical analysis of an article based on a book called Good to Great by Jim Collins. The book talks and discuss the importance of methods used by Jim Collins to improve the performance of a company, becoming a good to great company, but not only used by him but used by the biggest entrepreneurs and successful chief executive officers of this past 25 years. We will not only analyze this article, we will use the rhetorical analysis methods and characteristics such as proving the factors of ethos, pathos and logos, and I will show and demonstrate how the article persuades the audience to believe what Jim is trying to explain, and teach by the exaggerated use of pathos, disproving the logos thought by the audience, and increasing the ethos of his article. Jim Collins, the author, is really extroverted, in a way that he exclaims really loud his points of view, and his writing. Through the article he emphasizes the failure of companies and compares it with the success of others using dramatic words, words that tend to make us think and feel the success or failure. In the book Good to Great, Mr. Collins describes how the companies used several methods to succeed as time passes by, and he tries to persuade us to think in the way this successful people thought by describing the things we need to do, and things we dont. Failure and mediocre are such strong words, and he uses them quite a lot throughout the article of Good to Great, for he really wants the audience to understand his point by the usage of pathos and logos. But not only has he wanted the audience to follow the steps of big successful entrepreneurs and leaders, he gives us the facts and data in the article to increase his credibility. We will see how Mr. Collins explains his ethos, encourage his pathos and describes logos according to him and not to his audience. He really describes how he did the research into detail and thats how he gains all the credibility possible.
4 RHETORICAL ANALYSIS Lets begin with ethos. Ethos or ethical appeals refer to the writers credibility, or in this case Mr. Collins credibility, and how the audience is expected to believe him according to his experience, research and education, or just his ethos. Mr. Collins is a teacher of enduring great companies; he explains how they grow, how they attain superior performance and how good companies become great companies. He is the author of six books that have sold in total more than ten million copies worldwide. Specifically, in this article based on his book, Good to Great, he has done a research over 25 years in over 1,435 companies. Examine their performance over 40 years, has found the companies that became great and explains how they did it and how the audience can do it by following his key points and methods. Now that we have covered the authors credibility and character lets review pathos and how he really influences the audience feelings and emotions. Pathos is the persuasion method that uses the emotions and feeling to gain approval of a point, in this case, Mr. Collins point, and he really tries to throw his word out there by using pathos. Lets examine how he does that; on the article, success and failure is mentioned not only a few times but repetitively since the purpose of the article is based on the persuasion of the audience to seek success using the methods that big CEOs have used. Here we can see how Mr. Collins describes and compares success and failure And fear doesn't drive changebut it does perpetuate mediocrity. Nor can acquisitions provide a stimulus for greatness: Two mediocrities never make one great company (Collins 2001). Those are the words of Mr. Collins describing the process in which a company makes the leap from good to great. We can definitively tell how he embraces his speaking and how he encourages pathos in just this sentence quite well dont we? The author wants the audience to feel how success feels like, and he really wants the audience to ask for more, that is 5 RHETORICAL ANALYSIS how he keeps his costumers, students and colleagues close to him, for he uses wisely pathos through his whole book, and article. Logos is next, and by logos we refer to logical appeals and the use of reason to make an argument. Mr. Collins idea of logos is quite self-explanatory, but not as we think it is. He explains how everyone thinks how the most successful CEOs get to the position they have, and what they do in order to achieve success. But he implies our reasoning wrong, and that is the plot twist, Mr. Collins strongly mentions how the normal audience is wrong by thinking the logical way, and he tries to persuade us by following his logic. Normally we would think that successful CEOs are quite presumptuous or that they dont care about spending money since they have a lot of it, and here Jim Collins explains how they really think, how the biggest companies in the market became successful and not only that, but how they were built to last. Here we see how he sees the outsider way of thinking, and how Mr. Collins defines his logos: Its a silly analogy, but then our conventional way of looking at change is no less silly. Everyone looks for the miracle moment when change happens. But ask the good-to-great executives when change happened. They cannot pinpoint a single key event that exemplified their successful transition (Collins 2001). Through the text there are more and more analogies and logical statements that he provides, looking for the best outcome of the reader, and to think in a way the most successful think. We have analyzed the main points the author Mr. Jim Collins has made through the article, we have covered the three elements of a rhetorical analysis and how Mr. Collins uses them in the whole article. Coming to the conclusion, Mr. Collins has achieved his audience to follow the steps provided by him, and the research he has done in the past 25 years, he expects from his audience to keep looking for more examples and to use the key points he provided the 6 RHETORICAL ANALYSIS audience with. He successfully achieved the goal he wanted, which was making the audience aware of how the most successful CEOs did the transition from good to great, and makes the audience follow the methods he used and how to use them.
7 RHETORICAL ANALYSIS References Collins, J. (2001). Good to Great. Fast Company http://www.jimcollins.com/article_topics/articles/good-to-great.html
Started On Friday, 2 October 2020, 6:22 PM State Finished Completed On Friday, 2 October 2020, 6:31 PM Time Taken 9 Mins 16 Secs Grade 20.00 Out of 20.00 (100%)