MEMORANDUM

TO: Mr. Jason Charnesky, Instructor

FROM: Lexi Golestani
DATE: 29 JANUARY 2014
SUBJECT: Rhetorical Analysis of BP Webpage

This memo provides rhetorical analysis of the restoration themed webpage managed by BP. This memo
utilizes a selection of Markels Eight Measures of Excellence in Technical Communication as criteria for
analysis of the aforementioned technical document (bolded). Markels Eight Measures of Excellence in
Technical Communication were selected as effective criteria to analyze this document due to the
emphasis placed upon them in lecture. Four of Markels Eight Measures are highlighted below, though all
eight are utilized in this analysis.

Honesty: This document is a cloaked attempt at retribution. Whilst the message in itself may be an honest
one, it would be difficult to swallow as purely honest and without agenda due to the past actions of BP.
However, the document achieves sincerity and recognizes this apprehension through its opening
statement, We are helping economic and environmental restoration efforts in the Gulf Coast as part of
our ongoing commitment to the region following the Deepwater Horizon accident in 2010. Through the
accuracy of this acknowledgement of the previous transgression, the document achieves a tone of
sincerity and accomplishes part of its purpose: To spin the tragedy that was their fault into a foray into
conservation and restoration, thereby pacifying testy customers and environmentalists alike. Another of
Markels Eight Measures, accuracy, supports honesty in this document, as the operators of the page
achieve an honest tone, and accomplish the purpose of the page in addition to maintaining truth in both
the facts and information present, which upholds legality as well as strengthening, maintaining or
converting positively the visitors view of BP with regards to restoration of the Gulf.

Clarity: This document strives for clarity through its short bursts of information; the message is not
bogged down with excess words, nor with nonsensical chatter. The captions are short and to the point,
allowing for clarity of the message. There are no grammatical or spelling errors, and as such the
correctness of the document supports its clarity: The visitor is able to gather information and peruse the
document without confusion due to the absence of the aforementioned possible errors. Correctness,
another of Markels Eight Measures, also supports the accuracy of the document, and the overall purpose,
by illustrating to the viewer the competency and effort BP has put forth in creating this document. The
sharpness of the aesthetics also lends itself to a clear message, and the sincerity throughout the document
aids in clarity as well.

Accessibility: The clear organization of the document, with its concise captions and photo blocks,
provides accessibility to a broad range of viewers, whilst not making light of the message. The webpage
is easily navigable, even for those who may not be advanced in computer literacy. The choice to use many
photos invites the viewer to explore, and the layout is intuitive, with few hidden links.

Conciseness: The brevity of the captions and information bursts allows the viewer to garner the important
information quickly without being bogged down by unnecessary words. This conciseness provides
information without lengthiness, which accomplishes the purpose of proclaiming the message efficiently.
The broad range of possible topics of exploration, represented by photo blocks with informative, though
brief, captions allows for concise comprehensiveness of the main page on the whole, whilst still
maintaining accessibility, as well as professional appearance. The layout is intuitively interactive, and
allows the viewer to quickly access detailed, correct, and accurate information of the subject that is of
interest to him.

Professional Appearance: The warm green tones complement the message of restoration and the newly
professed green attitude of BP, a subliminal messaging of sorts. The clean appearance, many photo
blocks, and integrative technology illustrate the effort that BP put into the page, which supports their
claim that they are putting effort into restoring the environment. The professional appearance of their
webpage immediately welcomes the viewer, and shows BP to be a competent company.

Summary: This document, the webpage from BPs website regarding environmental restoration, as
analyzed utilizing a selection of Markels Eight Measures of Excellence in Technical Communication, is
a strong piece of technical communication. The concise comprehensiveness, clarity and honest, correct
accuracy of its written word, as well as the professional appearance and accessibility of the page itself,
welcome the viewer, and accomplish the purpose of rebuilding confidence in BP, as well as purpose of
professing BPs promise to restore the Gulf.