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| Author: | Hyland, K. |
| Title: | Exploring corporate rhetoric: metadiscourse in the CEO's letter |
| Journal: | Journal of Business Communication
1998 : APR, VOL. 35:2, p. 224-245 |
| Index terms: | MANAGEMENT ECONOMICS EXECUTIVES |
| Language: | eng |
| Abstract: | This article explores how CEOs attempt to influence readers and project a positive personal and corporate image in company annual reports. It examines the role of metadiscourse, as a manifestation of the writer's linguistic and rhetorical presence in a text, to show how CEOs use non-propositional material to realize rational, credible, and affective appeals. The findings are based on a close textual and linguistic analysis of 137 CEOs' letters drawn from a range of international and Hong Kong companies. |
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