Americans contribute $240 billion dollars to charities each year, raised in part by writing letters to potential donors. While it is debatable what the reasons are for donors to give so much money, most donors seem to be moved to contribute by pathos, particularly pity. The concept of pathos as a rhetorical appeal has become more complex over the years, growing from a simple strategy to a complicated set of parameters requiring careful delineation. Beginning with the Greeks, particularly Aristotle, pathos was defined with greater clarity (especially the concept of enargia), with Aristotle's formal definitions of the emotions, and with the use of an image upon which to direct the audience's pity. Cicero adds to the theory by calling for the use of pathos in the peroration and reinforcing Aristotle's emphasis on careful audience analysis. St. Augustine and those who follow, including Renaissance, 18th-century rhetoricians, and 20th-century scholars like Kenneth Burke, argue that style can also be an effective persuasive strategy for a pathetic appeal. Accordingly, the charity letters examined illustrate not only Aristotle's and Cicero's tenets but also show that elements of style, particularly rhetorical figures and schemes, are common rhetorical strategies used in these charity letters. While at first the rhetoric of charity letters seems simple and straight-forward, to raise billions of dollars every year charity letters use sophisticated appeals to pity that have a long and interesting history.

While most students of style justifiably cite Abraham Lincoln's reading as the major influence on his speaking and writing, five other important influences have been largely ignored. Little attention has also been paid to a study of his composing habits that will help scholars understand just how Lincoln went about the process of putting prose on paper.

This article suggests ways of writing a truly effective cover letter, an extremely important document in the search for a job. First, features gleaned from 13 model letters in technical writing textbooks yield figures on the number of words, sentences, and paragraphs per letter, plus the average number of words per sentence and paragraph, information helpful to those with little or no knowledge of how to write a strong cover letter. Second, the article surveys what the textbook writers offer as advice about the rhetorical principles that should be employed in composing cover letters. One piece of advice given by almost all of the experts is that writers should try to exude an energetic attitude, yet these same authorities do not delineate just how to display such a posture in the letters themselves. Third, examination of the letters reveals that one way that experts insert verve into cover letters is to use verbals, particularly gerunds, participles, and infinitives. In fact, 92.58% of the sentences in the 13 model letters have some type of verbal in them. The advantage of employing verbals is that while they are used for other parts of speech, they still retain the residue of action in their meaning. Fourth, the article describes the results of a survey to determine the acceptance of such constructions in the minds of two sets of readers: first-year writing students and third-year technical writing students. In both groups, more than 75% of the students preferred a paragraph with verbals in it over a paragraph devoid of verbals. Finally, the article suggests “sentence combining” as a procedure for teaching technical writing students how to combine basic sentences into verbals to garner variety and economy, one of the hallmarks of technical writing.

This article begins by arguing that the infinitive phrase has not been taken seriously in writing because writers have been too concerned with Bishop Robert Lowth's proscription against the split infinitive. However, careful examination of three types of technical prose (instructions, annual reports, and “junk mail”) reveals that more than one sentence in four contains an infinitive phrase. The article then argues that two linguistic theories do not adequately explain the overwhelming presence of infinitives in the three types of prose. The reason for the presence of infinitives seems to be that they fulfill several rhetorical purposes, including vigor, symmetry, emphasis, variety, economy, and depersonalization. Implications for writing and teaching are also discussed.

This study attempts to show how the purpose of three types of business and technical documents (instructions, annual reports, and sales promotional letters) affects the syntactical and rhetorical choices authors make in writing these documents. While the results of the examination rendered some predictable results, there were some surprises in the absence of many rhetorical schemes in sales promotional letters. Another value of this study is that it provides partial syntactical and rhetorical “fingerprints” of three important documents in business and technical writing to offer students norms they can go by in constructing such documents.

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