FIGURE 5.7 a.Document presenting technical information to an expert audience
This excerpt from a technical description of a web coding language appears on the site of the World Wide Web Consortium (W3C).
Because the readers are coding experts, the writers use highly technical language and refer to advanced topics. Note, however, that the nontechnical information is written simply and directly.
Notice that the graphic is based on a simple flowchart and basic icons. Why? Because the readers are interested only in understanding the logic of the process illustrated in the flowchart.
Source: World Wide Web Consortium, 2013: http://www.w3.org/standards/xml/transformation.html. Reprinted by permission of WC3.
FIGURE 5.7 b. Document motivating decision makers to learn about a product
This passage, from TASER, describes a videocam to be worn by police officers. It is addressed to high-level officers responsible for ordering equipment.
The writer makes a simple argument: that an unbiased study showed how the product eliminated complaints by providing a video record of an incident. (The web page also includes text and a video highlighting the argument about the product.)
The argument consists of two elements: the photograph and the brief text. The photograph shows that the device is easy to wear. The text makes two points: (1) video of the incident will be even more compelling than an officer’s court testimony, and (2) therefore the product can greatly reduce the number of incidents in which officers are disciplined. Together, these points appeal to the interests of police supervisors, who don’t want their officers to be unfairly charged. The links at the top of the page encourage the audience to take action, either by learning how to try out the device or by buying it.
Source: TASER International, 2013: www.taser.com/products/on-officer-video/axon-flex-on-officer-video. Reprinted by permission of TASER International, Inc.
FIGURE 5.7 c. Document presenting educational resources to a general audience
This excerpt from the Stay Healthy section of the American Cancer Society website shows several techniques for providing information to a general audience.
Notice that the writers use simple, direct language, as well as the second person (“you”), to maintain an informal tone.
Source: American Cancer Society, 2013: http://www.cancer.org/healthy/index. Reprinted by permission of the American Cancer Society.
FIGURE 5.7 d. Document reinforcing a brand
Source: Hewlett-Packard, 2013: http://www8.hp.com/us/en/hp-information/index.html. Courtesy of Hewlett-Packard.