Modes of Persuasion in the Message of the Northrop Grumman Corporation Essay

Modes of Persuasion in the Message of the Northrop Grumman Corporation - Essay Example The company maintains that it covers the five basic areas of defense, namely aerospace, electronics, information, shipbuilding, and technical services (Northrop Grumman Corporation, 2011). By stating that it covers all the major areas of defense, the company is making use of logos, that is reasoning, in order to establish its mastery over the field, and to gain the confidence of the buyers. Similarly, it states that it has had the U.S. government as its customers for over seventy years (Northrop Grumman Corporation, 2011). Again, this is a use of logos, because if the U.S. government is an old and continuing customer, then it follows that the company must deliver what it promises, and therefore, must be the top in its area. Therefore, the customer is drawn to the company due to the use of logos in their message. The company gives its history and states its evolution into a corporation (Northrop Grumman Corporation, 2011). It traces its development through the years and points out the periods of growth in its journey (Northrop Grumman Corporation, 2011), thereby developing credibility or ethos in its customers. It also gives the statistical figure of the thousands of workers that it employs (Northrop Grumman Corporation, 2011), further strengthening the credibility of the readers of their message; if a company has a clean and developing history, and if it employs so many workers, then there could be no doubts about its credibility. The message, hence, has effectively used the technique of ethos to appeal to its customers. The statistics about the employees (Northrop Grumman Corporation, 2011) can also serve as pathos or emotional motivation. Moreover,  it states that   it  has been constantly improving in  terms of techniques  and business (Northrop   Grumman   Corporation, 2011), further  making use of pathos. It states that   it  has been constantly improving in terms of   techniques  and business (Northrop   Grumman   Corporation, 2011), further  making use of pathos.