Sense versus sentiment: emergent persuasive strategies of non-profit organizations in dichotomous economic climates

Abstract

This study seeks to explore the rhetoric employed by the United Way in contrasting economic contexts. With a theoretical framework of Aristotle's Theory of Rhetoric, this study employs rhetorical criticism. Interpretation of results suggests that pathos is most prevalent in crisis conditions, such as a recession, whereas logos is most prevalent under stable economic circumstances. Initial conclusions drawn from the study highlight the importance of community supportiveness appeals in crisis conditions.