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OHSU Rhetorical Analysis

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Companies and corporations use many different tactics to ensnare their intended audience’s attention. Utilizing everything from fancy fonts and alluring colors, to humorous or abstract imaging. They try to connect to you in a personal manner utilizing ethics, logic and emotional allure to try and gain your support for their interests and ideals. Art, media, and aesthetics are all part of visual rhetoric, you will also find the three artistic proofs (ethos, logos, and pathos which I will further elaborate on in a moment), which are different persuasion mechanisms, utilized on web pages. The Oregon Health & Science University, commonly referred to as OHSU, applies these very same tactics to draw people into exploring their website. Utilizing a calming color scheme with friendly and easily understandable phrasing and their use of a clean and simplistic layout makes navigation easy, allowing users to quickly find useful and updated information.
Let’s start with ethical appeal, or ethos. By glossing over OHSU’s website, you can see that this is both demonstrated and well-used throughout the various pages. Each page has been tailored to its’ intended audience, the language and vocabulary utilized are appropriately adjusted, so that it can be read and understood effortlessly. As both a University and a Hospital, ethical appeal is immensely imperative, whether for prospective students, patients, doctors or other staff, people shy away from organizations that they do not perceive to

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