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Information to Users INFORMATION TO USERS While the most advanced technology has been used to photograph and reproduce this manuscript, the quality of the reproduction is heavily dependent upon the quality of the material submitted. For example: • Manuscript pages may have indistinct print. In such cases, the best available copy has been filmed. • Manuscripts may not always be complete. In such cases, a note will indicate that it is not possible to obtain missing pages. • Copyrighted material may have been removed from the manuscript. In such cases, a note will indicate the deletion. Oversize materials (e.g., maps, drawings, and charts) are photographed by sectioning the original, beginning at the upper left-hand comer and continuing from left to right in equal sections with small overlaps. Each oversize page is also filmed as one exposure and is available, for an additional charge, as a standard 35mm slide or as a 17”x 23” black and white photographic print. Most photographs reproduce acceptably on positive microfilm or microfiche but lack the clarity on xerographic copies made from the microfilm. For an additional charge, 35mm slides ofG”x 9” black and white photographic prints are available for any photographs or illustrations that cannot be reproduced satisfactorily by xerography. 8710054 Stegman, John Davis A RHETORICAL INVESTIGATION OF SELECTED 1982 CORPORATE ANNUAL REPORTS The Ohio State University Ph.D. 1987 University >■ Microfilms International300 N. Zeeb Road, Ann Arbor, Ml 48106 PLEASE NOTE: In all cases this material has been filmed in the best possible way from the available copy. Problems encountered with this docum ent have been identified here with a check mark V . 1. Glossy photographs or pages_____ 2. Colored illustrations, paper or print_______ 3. Photographs with dark background ^ 4. Illustrations are poor copy______ 5. Pages with black marks, not original copy______ 6. Print shows through as there is text on both sides of page_______ 7. Indistinct, broken or small print on several pages 8. Print exceeds margin requirements ______ 9. Tightly bound copy with print lost in spine _______ 10. Computer printout pages with indistinct print_______ 11. Page(s)____________ lacking when material received, and not available from school or author. 12. Page(s)____________ seem to be missing in numbering only as text follows. 13. Two pages num bered . Text follows. 14. Curling and wrinkled pages ______ 15. Dissertation contains pages with print at a slant, filmed as received__________ 16. Other__________________________________ __________ ____________________ _________ University Microfilms International A RHETORICAL INVESTIGATION OF SELECTED 1982 CORPORATE ANNUAL REPORTS DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of the Ohio State University By John Davis Stegman, B. A., M. A. ***«« The Ohio State University 1987 D issertation Committee: John J. Makay William R. Brown Joseph M. Foley / Aofviser / Department of CommUni DEDICATION This dissertation is dedicated to my brother, Samuel Joseph Stegman, M. D., an internationally distinguished dermatologist who knew what he wanted early in life, went after it, and earned his doctorate at a young age. Sam's scholarly and professional writing is clear and exciting. He is persuasive in his interpersonal communication as well as in his formal presentations before large international audiences. Both of these learned skills qualify him as a modern and effective communicator, truly a unique ability in his profession. ACKNOWLEDGMENTS I express sincere appreciation to my adviser, Dr. John J. Makay, who guided this dissertation and my graduate studies. My dissertation comnittee, Dr. William R. Brown and Dr. Joseph M. Foley provided valuable advice before, during, and after the research, and my general examination committee of Drs. Foley, Keith Brooks, and James L. Golden stimulated my study of human cormunication. My love and gratitude go to my daughter, Angela, who provided the support and encouragement necessary at home during these many months. Finally, I feel lucky to have received the love and support of my mother and good frie n d , Mildred Josephine Davis Stegman, who understood my belated desire for a Ph.D., the cost to me in time and income, and the expected frustrations for one of middle age. "Sorry, Mom that you could not wait to see it." iii VITA March 18, 1935 .........................................................Born - Peru, Indiana 1957 ............................................................................B. A., Butler University Indianapolis, Indiana 1957 - 1963.............................................................U. S. Naval Officer 1964 - 1967 .............................................................Cummins Engine Company Columbus, Indiana 1968 - .....1970 .............................................................Arro Division of A-T-0 Marion, Ohio 1971 - ...1976 .............................................................New Britain Tool Division, Litton Industries New Britain, Connecticut 1977 - ...1979 .............................................................Canfield Plastics Division, Panasote, Incorporated London, Ohio 1980 ....................................................... .....................M. A., The Ohio State University Columbus, Ohio 1980 - 1983 .............................................................Graduate Teaching Associate, Department of Communication, The Ohio State University 1983 - 1985 .............................................................Graduate Administrative Associate, Graduate Business Programs, The Ohio State University 1985 - .................................................................Director of Management Communication, College of Business, The Ohio State University iv FIELDS OF STUDY Studies in Rhetoric .............................................. John J. Makay William R. Brown James L. Golden Studies in Telecommunications ......................... Joseph M. Foley Studies in Organizational Communication.. .Keith Brooks Victor D. Wall Studies in Management and Human Resources ........................................ H. Randall Bobbitt V TABLE OF CONTENTS DEDICATION.................................................................................................... ii ACKNOWLEDGMENTS......................................................................................... i i i VITA................................................................................................................ iv LIST OF TABLES........................................................................................... ix LIST OF FIGURES................................. x CHAPTER I. INTRODUCTION Background .................................................................. 1 Importance.................................................................... 2 Expense ........................................................................ 3 Criticism .................................................................... 4 Advice .......................................................................... 5 Awards .......................................................................... 5 History ........................................................................ 6 Rhetorical Importance .......................................... 7 Review of Literature ............................................. 8 Communication Performance .................................. 10 Purpose and Scope of th is Study ..................... 12 Objects of Criticism ............................................. 12 Documents .................................................................... 19 Historical-Cultural Context .............................. 19 The Rhetor .................................................................. 21 Research Questions ................................................. 22 Works Cited ................................................................ 25 II . STYLE AND ARRANGEMENT IN CORPORATE ANNUAL REPORTS Style and Arrangement ........................................... 28 Overall Organization ............................................. 31 Contents of Reports ............................................... 32 Financial Highlights ............................................. 32 Letter and Picture ................................................. 33 Management Discussion ........................................... 33 Financial Statements ............................................. 3^ Listings in Reports ............................................... 35 Multi-Year Analysis ............................................... 35 Front Covers .............................................................. 37 Art or Photography ................................................. 39 vi Logos on Covers.......................................... *10 Plain Covers .............................................................. 40 Slogans and Statements on Covers ................... 44 Maps on Covers ......................................................... 44 Salutations in Letters ........................................ 47 Length of Letters ................................................... 50 CEO Pictures .............................................................. 53 The Setting ................................................................ 56 Clothes of Executives .......................................... 57 Stance of CEOs ........................................................
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