Corporations work to create, define, and refine their corporate images through many means including logos, slogans, advertising campaigns, community involvement, products, and philanthropic activity. As a composite or individually, these elements can be used to identify things associated with the corporation, the corporation itself, or distinguish it from other corporations.
In addition to these prevalent corporate "identifiers," every corporation has its own voice, comprised of numerous facets of style and design that combine to create an identity. This voice is present in the written word of a corporation-correspondence with clients and customers, reports to shareholders, internal memorandums to employees, and website content that reaches worldwide. The voice may vary somewhat between audiences, but it is unilaterally present. While the subtleties of voice may not be recognized by the general public, the resulting rhetorical effects are-giving significance to corporate voice.
The research involves an in-depth study of the voice of Lockheed Martin Corporation. With permission, a variety of non-proprietary LMCO documents have been analyzed using a rubric based on Thomas Gibson's "Style Machine," presented in his 1966 book, Tough, Sweet, and Stuffy: A Study of Modern American Prose. The analysis has resulted in conclusions regarding LMCO's corporate voice.
| Identifer | oai:union.ndltd.org:ucf.edu/oai:stars.library.ucf.edu:honorstheses1990-2015-1382 |
| Date | 01 January 2004 |
| Creators | Horn, Robin |
| Publisher | STARS |
| Source Sets | University of Central Florida |
| Language | English |
| Detected Language | English |
| Type | text |
| Source | HIM 1990-2015 |
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