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Rhetorical Analysis of Michigan Tourism Marketing

This analysis delves into the home page of Michigan's tourism enterprises under the "Pure Michigan" campaign. Emphasizing layout, aesthetic appeal, and user-friendliness, it explores how the website effectively targets potential tourists, utilizing color schemes, font choices, and navigational tools to capture the essence of Michigan's unspoiled nature and authentic character while providing quick access to information. The study concludes that the site's design aligns with its purpose of attracting a diverse audience of travelers seeking a unique experience in Michigan.

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Rhetorical Analysis of Michigan Tourism Marketing

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  1. Rhetorical Analysis of Michigan Tourism Marketing or How to escape “to-do lists and busy schedules screaming for our attention…Here Michigan tourism lets unspoiled nature and authentic character revive our spirits.”

  2. Purpose: The subject of this rhetorical analysis is the home page for Michigan’s tourism enterprises. Under the advertising campaign, “Pure Michigan,” this web page is intended to provide a broad variety of tourism information http://www.michigan.org/

  3. Mission Statement: The Mission Statement of the website is immediately shared with the audience as the first sample of text on the web site.

  4. Layout: • Effectively appeals to audience • User Friendly • Easy to Navigate

  5. Aesthetic Appeal: • Color Scheme • Background Photograph • Foreground • Font Choice

  6. Text Choice: Heading Text • Formatted so that they “pop” off the page • Font has rounded edges • Variety of colors • Larger font size Page Text • Standard font type • Sharp, formal feel • Standard color and contrasting background

  7. User Friendly: • Tabs for Easy Navigation • Search Engine • Links to DSEs

  8. User Friendly: • Tabs for Easy Navigation • Search Engine • Links to DSEs

  9. User Friendly: • Tabs for Easy Navigation • Search Engine • Links to DSEs

  10. Easy Navigation: • Drop Down Menus • Specific Headings • Drag and Drop Menus • No Clicking

  11. Audience: • intended audience is potential tourists • a tourist is an individual who is visiting a particular destination for a limited period of time • Tourists have expendable Income

  12. Conclusion: • The formatting and web design of the site lend themselves to achieving the overall purpose of reaching a wide range of potential tourists • The inherent simplicity allows the potential user to quickly and easily identify where to find the information they are seeking

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