Rhetorical Analysis of a Discourse Communitys Practices Essay - 1

Rhetorical Analysis of a Discourse Communitys Practices - Essay Example Obviously, there is a considerable gap when information under the title is being passed over on one hand from professional to professional, and on the other hand, from a professional in the field marketing to a layman. Texts written in professional jargon typically suits the fellow professionals whereas texts written in plain English would, without doubt be constructed to suit the layman. When writing marketing papers it is imperative to distinguish the content for the two types of audiences. In the paper mentioned earlier, the content had been written to suit fellow marketing professionals. In marketing there are terminologies that cannot be easily deciphered by the layman unless they subjected the terms to a research. For instance, cause marketing, the seven P’s , copy testing, intangibility, investometer, low-end market, permission marketing, segregation, segmentation, warm marketing amongst others that were not contained within the paper whose title had been mentioned earl ier. Most of these terminologies are normal English words that would mean a different thing to layman, yet for a marketing professional the terms do have a relational meaning from the normal English usage. For instance, the term intangibility is an adverb and its derivative adjective intangible refers to ‘not having physical presence or unable to be touched’ (Soanes and Angus, 908). In marketing and from the usage in the paper it is used to describe the fruitless effort in assessing the value earned from performing an activity using tangible evidence. Hence, whereas it is proper to write an easily decipherable paper that can be read by everybody, technical languages associated with marketing will always prove difficult for those individuals who are not accustomed to the field. Although critics of technical writing argue that writing in marketing tone interferes with clear communication, it is important to note that