Professional Correspondence Analysis

Background information: Apple is writing to all iPhone 4 users addressing the complaint about the network problems on the iPhone 4. Apple is explaining that the problem was caused by an error in the formula that the company uses to calculate the number of bars indicating signal strength.
Type of correspondence: This is a letter to all iPhone 4 users from Apple.
Purpose: 1: State their position regarding the complaints. 2: Formally communicate with iPhone 4 users using the letter as the communication medium. 3: Inform iPhone 4 users that they are dealing with the problem presented. 4: Explain the root cause of the problem. 5: Communicate their continued responsibility and willingness to serve their customers.
Primary and secondary readers: 1: The primary readers are all iPhone 4 users. 2: The secondary readers are the iPhone 3GS, iPhone 3C users, and friends of iPhone 4 users, mass media, and the general public.
Use of language: “The iPhone 4 has been the most successful product launch in Apple’s history. It has been judged by reviewers around the world to be the best smartphone ever, and users have told us that they love it.” This opening statement is a marketing strategy by Apple. It is a call to the audience that will be reading this letter also to try this ‘best smartphone ever.’ The writer smartly used flattering words to attract potential clients.
Logic: 1:“To fix this, we are adopting AT&T’s recently recommended formula for calculating how many bars to display for a given signal strength” Logically speaking, Apple’s formula has a problem, requiring them to outsource for a better solution to deal with the problem within the shortest time possible. 2:”We will issue a free software update within a few weeks that incorporates the corrected formula.” This is the only logical solution to the network problem experienced by the iPhone 4 and other iPhone users.3:“As a reminder, if you are not fully satisfied, you can return your undamaged iPhone to any Apple Retail Store or the Online Apple Store within 30 days of purchase for a full refund.” Apple has offered a logical solution of refunding customers who feel that they do not want to continue using the troubled iPhone 4.
Emotions: 1: “As a reminder, if you are not fully satisfied, you can return your undamaged iPhone to any Apple Retail Store or the Online Apple Store within 30 days of purchase for a full refund.” Showing their apologies due to hurting their customers’ feelings.2: “We hope you love iPhone 4 as much as we do.” The word choice appeals to the emotions of the audience to give iPhone 4 another chance, despite the problems with the product.3:“So we were surprised when we read reports of reception problems…” implying that Apple did not also know of the problems with iPhone 4, that they were just as surprised as the users who found out that iPhone 4 had a problem.
Characters:1: “So we were surprised when we read reports on reception problems, and we immediately began investigating them. Here is what we have learned.” The author incorporates a sense of wholeness by using ‘we’ are showing the audience that the whole company was concerned with the problem presented.2:”The iPhone 4 has been the most successful product launch in Apple’s history.” It implies that despite the issues currently experienced with the iPhone 4, the product is still very successful; in fact, the best product Apple has to offer.3:“We will issue a free software update within a few weeks that incorporates the corrected formula,” implying that they are sorry for their mistake and are willing to do anything to correct it.

Aloha Airlines
Please follow these guidelines. Use the format below to fill in the sections with your analysis.
1) Present the background information relating to your business correspondence piece
2) Address the following areas of the document
a) Type of correspondence- just identify the kind of correspondence (letter, email, proposal, etc)
b) Purpose- be as specific as possible with examples from the document.
c) Audience – Primary and Secondary (be as specific as possible and identify as many audiences as possible)
d) Use of language (simple, complex, conciseness, use of special terminology)- give specific examples from the document.

3) Persuasion: Elements of Logos, Pathos, Ethos (Logic, Emotion, Character)- be very specific with examples from all three categories. Please include a minimum of three examples for each category.

Aloha Airlines Letter
1. Background information

2. a)Type of Correspondence

2b) Purpose

2c) Primary and Secondary Readers

2d) Use of language:

3. Persuasion:

Logic:

Emotions:

Characters: