AARP and Rhetorical Analysis

Rhetorical analysis involves critical reading forms of rhetoric in an attempt to understand how the author has tried to influence an audience through language. Jack Selzer describes two types of analysis – textual and contextual. Textual analysis involves focusing solely on the text and looking at things like the writer’s word choice, format, and tone. Contextual analysis involves understanding the environment in which the rheotic was created in order to understand how that has influenced the author. Using rhetorical analysis on a piece of writing “can offer you additional perspective and understanding”.

The interest group website I choose to analyze is the AARP (American Association of Retired Persons). The organization is for people 50 and older and they are actively involved in lobbying Congress, providing information through magazines and bulletins, and giving member products, services and discounts. Using rhetorical analysis on the website is especially interesting because the AARP is considered to be one of the most influential interest groups in Washington. Knowing that ahead of time, it is interesting to look at how, or if, that political influence is present in their website.  It is also important to note that AARP is a membership organization, so they are also selling something through their website.

To get a better understanding of AARP, I concentrated on analyzing the “About Us” information pages. Selzer probably would have mentioned the website’s arrangement of dispositio. The initial About Us page is very brief, less then 3 paragraphs. At the end of it, it gives users an option to Read more. The left hand side bar breaks down “Who We Are” into many categories like History, Our Executive Team, and Diversity at AARP. I think they keep the initial introduction brief as a way to get user’s initial interest. A long, non-categorized webpage would lose reader interest. By categorizing the information and allowing readers to choose the link they want to read more about the web page, the website elicits interest and allows users to find information they are looking for easier. It also works to draw users deeper into the website because they must click numerous links to find more information.

AARP also relies on ethos to persuade users. It’s history section talks about how the organization has been well established for over 50 years. It discusses its leadership and their expertise to establish their own. It also establishes ethos through by listing their political achievements from the last year. They give concrete examples of what they have done in order to win people over.

This is just a brief analysis of the website. An interesting thing to note about the website overall is that it does not come across as blatantly trying to sell or persuade users. The website appears like one you’d expect for a magazine. The home page has links to sections like “Food”, “Travel”, and “Relationships”. There are quizzes and games you can take and play on the website. While the content of these is definitely geared to an older crowd, the first feel of the website is not going for an obvious sell.

Here is a link to the website.