Running Head: GENRE ANALYSIS 1

Genre Analysis
Gabriel Akonom
University of Texas El Paso











GENRE ANALYSIS 2
Introduction
Alternative Energy is a big topic in the world today. There are many
controversies surrounding the subject. Some people think that we need to figure
out new sources of energy because we are killing the planet. Others believe that
we will run out of fossil fuels soon, and that is the reason we must act. The
analysis of the following genres reflects the opinions one might see in the world
today. The first is a brochure titled Sowing the Seeds of Sustainability
introducing a coalition named the Sustainable Energy and Economical
Development (SEED) Coalition from Business World Magazine. The second is a
poster titled The Real Carbon Tax by Christopher Sousa Ebels. Christopher
was selected the winner in a contest to respond the theme Global Issues in
poster form in 2011. Both genres aim to draw the audiences attention to the
issue of the global energy dilemma, but they do so in very different ways.

Audience and Purpose
The first genre, the brochure from Business World Magazine, intended to
be read by an audience that wanted to know more about the SEED coalition.
The purpose of this work was to inform the reader about the history and Mission
of the SEED coalition and what they do to contribute to the goal of widespread
sustainable energy. The SEED Coalition itself is dedicated to teaching and
instructing businesses and people on how to better conserve energy and
contribute to sustainable energy. The discourse community in this case would be
a party of people who generally agree with SEEDs ideas but need guidance on
GENRE ANALYSIS 3
how to act on the beliefs. So simultaneously this brochure intends to attract
people who are in agreement with its ideas, and also to encourage awareness
about energy saving techniques and other options. The audience for this piece is
looking to find out what SEED is all about and what it can do for them. Most
likely, the reader will peruse the 7 page brochure once or twice to get a full grasp
of the guiding principles in the piece. There is an assortment of different words
that would be considered technical jargon such as Transmission in regards to
power and Megawatts which is a unit of measurement for electrical energy. In
this case, considering the intended audience, this vocabulary is appropriate, as
most people reading this brochure are likely to know what these terms mean. In
relation to the second genre, the biggest and most prevalent similarity is the fact
that both works are aiming to advocate for alternative energies.

The second genre is a poster that has no words at all, but consists of the
image of a standard electrical wire plugged into an electrical outlet. On the other
side of this horizontal outlet stands smoke stacks that are seemingly pumping
thick heavy smoke into the air. The intended audience for this piece is anyone
who would be moved by its imagery. It seems that, considering the content, it is
meant to invoke a thought about what it means to simply plug something into an
electrical socket and its delivery could potentially spawn a profound change in
thinking. In that way the piece is meant to appeal to people who agree with this
imagery and also get the otherwise unaware discourse communities to consider
its meaning and agree to it as well. The audience looking at this piece may not
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know much about alternative energies, but may want to know more after looking
at it. Seeing as how there are no words, the audience might not have to spend
too much time pondering this work; its message is clear and its delivery is
appropriate for the venue. Again, the biggest similarity between this genre and
the previous mentioned genre is that they both intend to spread awareness of the
need of alternative energies.

Rhetorical Issues: Ethos, Pathos, and Logos
The brochure about the SEED Coalition seems to stress its relationships
with the government. It would seem that it appeals to Ethos in this way by trying
to establish credibility. Given the idea the SEED Coalition is dedicated to making
change in the community of alternative energy, credibility with government
organizations and entities would definitely help the intent of the piece which is to
make people interested in becoming part of SEED for the good of alternative
energy progress. There are numerous quotes in the brochure from different
people, all who are described as having made great accomplishments in the field
of alternative energy and therefore are very credible sources.

There is also an appeal to Logos in the brochure. By using the data and
highlighting the achievements and successes of the SEED Coalition, the
brochure apparently looks to convince the reader of the important role that the
SEED Coalition has already played in the realm of Alternative Energy.
Considering the apparent goal of the brochure, to educate people about the
GENRE ANALYSIS 5
SEED Coalition and to convince people to join towards the cause of Alternative
Energy, it seems reasonable that the brochure would appeal to Logos.

The poster entirely appeals to pathos. It relies heavily on the invocation of
a certain emotion to get the point across. It is designed to inspire an emotional
response to the imagery of thick smoke billowing into the atmosphere. In this
day and age the sight of smoke such as this is frowned upon as a morally wrong
practice. Pouring thick, nasty smoke into the air is a reprehensible action for
companies and is so often a motivation for change. The poster emphasizes this
and asks the audience to identify themselves with the issue by connecting the
smoke with an action that everyone does daily, such as plugging a wire into an
electrical outlet. Due to the imagery, the audience will most likely feel at least
partially responsible and subsequently guilty for the smoke and hopefully feel
inspired to make change. The obvious purpose behind invoking these emotions
would be to draw people to the cause of clean energy, also known as alternative
energy.
Structure and Delivery
The information on the brochure speaks mostly about the mission and
atmosphere of the SEED Coalition. The first two pages are consumed with a
picture and introduction. The picture along with the title gives the distinct
impression that the article is about green energy. This is typical of this genre so
that readers can be drawn to the article. The rest of the pages are lined on the
top with photos that are important to convey the idea of the SEED Coalition. This
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is so the reader can have an image of the things they have done and get a
general feel for the coalition. It seems like the information in this brochure is
organized as if to say, This is who we are, this is why you should listen to us,
and this is what we want to do. Considering the intended audience and genre, it
would seem that this is a perfectly appropriate organization.

The information on the poster is entirely visual. The poster is a mix of
black and white and mute brown almost sepia tones. This color scheme tends to
make a picture more dramatic, which was the intention of this piece. The plug in
the poster is facing upwards instead of sideways, as it would normally be. This is
to stress the smoke stacks above the plug that appear as if they are being power
by the plug, and pumping smoke into the air. It is important to stress the stacks
in this poster so the audience can adequately receive the intended message.

Conclusion/Synthesis
Overall, the poster would seem to be more effective in conveying its
message. Mainly because the message is clear, simple, and the audience can
identify with it. Being able to emotionally connect with a message makes it more
likely to be received. It would seem that picking the appropriate genre is one of
the most important steps in effectively communicating a message, and without
the correct genre, a message might be totally lost and have no impact on
discourse.

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References
SEED Coalition (2013, February). Sowing the Seeds of Sustainability. Business
World Magazine. Retrieved from http://www.businessworld-
magazine.com/brochures/2013/feb/seed_bro/

Christopher Sousa Ebels (2011, November 10). The Real Carbon Tax [Photo].
Retrieved from http://desktopmag.com.au/news/positive-posters-2011-winners-
announced/#.VA-vpWRdUnY