A Rhetorical Analysis of the Goodwill Grand Rapids Web Site The Goodwill Grand Rapids web site uses many rhetorical devices to exhibit their mission, services and programs. The web site, while having design flaws, is able to utilize rhetorical devices such as logos, pathos, and ethos to appeal to visitors of the site. In addition, Goodwill attempts to take advantage of a visitor’s interest in the site to solicit donations by making their donation programs a prominent feature on their homepage. In this analysis I will further discuss how Goodwill Grand Rapids uses logos, pathos and ethos to speak to an audience through rhetoric, and how it fails to use these tools effectively in certain cases. Logos Logos is a rhetorical device that appeals to the reason, or logic, of the reader. The Goodwill Grand Rapids web site uses logos to gain support for its programs by promoting the idea of discount shopping at Goodwill stores, which in turn raises money for the program. A user might be intrigued by the mission of Goodwill, but would be more willing to support it when they know they are also getting something out of their support by obtaining goods and services from Goodwill at a lower cost. The prominent links to the “Shop Goodwill” auction page and to store locations in the Grand Rapids area promote visitors to buy from Goodwill. Another way to look at this use of logic is to think of each user as a rational actor who is more likely to shop at Goodwill because it is in their best interest (because they save money) and not because they want to assist Goodwill in helping others. Either way, Goodwill gains support. Pathos Pathos is the rhetorical device that appeals to the emotions of a reader or user. Goodwill Grand Rapids uses many pictures and images which showcase the people who help Goodwill, the people who are helped by Goodwill and the Grand Rapids community in general. By using these images and by including descriptions on their site about how people will find success in their programs, Goodwill is able to help a visitor to their web site feel as though Goodwill has an important mission and that they are worthy of the visitor’s help, even if their lackluster mission statement wouldn't’t have had this affect on the visitor. Without the use of pathos, the mission statement alone would have a hard time appealing to a visitor's emotions. Goodwill invites users to “Meet Goodwill” on their homepage and on their internal web pages, which helps the visitor feel personally connected with Goodwill and more likely to want to help spread the word about Goodwill services and programs. Ethos Ethos is a persuasive appeal. Through words and images, Goodwill Grand Rapids is attempting to persuade the visitors to its web sites to either take advantage of services offered by Goodwill or to help Goodwill continue to offer services. An example of Goodwill taking advantage of ethos is their prominent display of donation opportunities and opportunities to shop at Goodwill stores in the Grand Rapids area that fund programs and employ community members being rehabilitated for the job market. The web site tries to make you feel as though Goodwill is giving back to the community and that your help can only strengthen the place in which you live and make it better for you and your family. However, the Goodwill site fails to appeal to certain members of its community. The Goodwill Grand Rapids site does not include an easy or prominent way to find their job listings (which would be important for those who have been rehabilitated) and does not offer a Spanish translation of the site in an area that is full of Spanish speaking individuals. In fact, the job listings are the only place on the web site that I could find a complete Spanish translation. One cannot persuade or appeal to a person if they cannot even read or decipher the message being sent. The Goodwill Grand Rapids web site employs rhetorical devices in an attempt to further the mission of Goodwill. Obviously, the more support that the web site can garner for Goodwill the bigger and stronger the services they provide to the less fortunate can get. Hopefully, every visitor to the site will be moved to act by one of the rhetorical devices, be it through their logic, emotions or because the site is so persuasive. The design flaws which leave out rehabilitated members of the Grand Rapids community and those who speak mainly Spanish hurt the overall ability for the Goodwill site to gain support for itself, but these issues could be easily fixed to help the Goodwill site become even more effective.

Design elements utilized for rhetoric on the Goodwill Grand Rapids web site.

Side bar "Meet, Donate, Shop, Hire!"   |Home|	Web page logo header "Changing lives through the Power of Work."	Home page images and text "Look at all the people who help and are helped by Goodwill Grand Rapids."