Rhetorical Move Structure in High-Tech Marketing White Papers

Kim Sydow Campbell University of Alabama ; Jefrey S. Naidoo University of Alabama

Abstract

White papers are commonly produced by for-profit organizations to market high-tech products and services and are often created by technical writers. But writers of this genre have little evidence-based research to guide them. To fill this void, the authors tested a rhetorical move structure with a sample of 20 top-rated marketing white papers and found that, despite the lack of industry standards for white papers, those written for marketing purposes display similar rhetorical moves: introducing the business problem, occupying the business solution niche, prompting action, establishing credibility, and providing disclaimers or legal considerations. Based on the results of this study, the authors advance guidelines for writers of this genre and suggest areas for future research.

Journal
Journal of Business and Technical Communication
Published
2017-01-01
DOI
10.1177/1050651916667532
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Citation Context

Cited by in this index (10)

  1. Technical Communication Quarterly
  2. Journal of Business and Technical Communication
  3. Journal of Business and Technical Communication
  4. Journal of Business and Technical Communication
  5. Journal of Business and Technical Communication
Show all 10 →
  1. IEEE Transactions on Professional Communication
  2. IEEE Transactions on Professional Communication
  3. Journal of Business and Technical Communication
  4. Journal of Business and Technical Communication
  5. IEEE Transactions on Professional Communication

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