The technical proposal: technical writing with a persuasive purpose

The author applies J. Kinneavy´s model of discourse (1981) to a proposal from a large avionic systems corporation to show how the logic, organization, and style of the text support and exemplify an emphasis on the audience. The author first summarizes the four purposes of discourse discussed by Kinneavy: reference, persuasion, literature, and expression. He then discusses Kinneavy´s development of the category most relevant to this study-persuasion-to establish the background for his major task: to illustrate how a technical proposal demonstrates a strong orientation to its audience. The author then shows how the proposal exemplifies persuasion, with its characteristic emphasis on the audience and associated logical, organizational, and stylistic traits