The Genre I have analyzed is the annual review posted by the Chairman of the Board of Directors and Chief

Executive Officer to the shareowners in the Coca-Cola Company on their website. When considering the parts and analyzing the genre I used Devitts definition of genre that genres develop due to the repeated situations that a writer encounters (Devitt 576). Through this genre it is seen that the company has a goal of doubling their business. The genre works as a way to show share owners and others what the Coca-Cola Company is doing to achieve its goal, and it does this to increase the chance of people buying into the company. During the process of analyzing the components of pathos, ethos, organization, parts of structure, and participation were used. Participation is a main detail in deciding what goal the genre is trying to accomplish. In each text analyzed the review was written from a shareowner to fellow shareowners, which is stated at the beginning of each text. This is the surface of the texts, but the reviews are public and free to be seen by everyone. This is done to help the long-term goal by allowing the customers to see the work done by the company to help the world and therefore potentially gain customers. Such as helping the mother Preeti Gupta have electricity through solar power in the 2011 report on the 3 page. The shareowners can also learn of how the company is doing business wide which effects themselves. One such time is the first page of the 2010 report the Company generated 9.5 billion, up 16 percent from the previous year. The shareowners are looking at the business perspective, but the others are mostly seeing the pathos. In the pathos the writer is trying to appeal to the reader emotions, and one of the best ways to accomplish this is by writing a story of how people are being helped. Each text has a different story to appeal to pathos, and in the 2012 review the story that takes place is of Coca-Colas return to Myanmar after a 60 year absence. The writer states that what he could remember the most is the faces shining and hopeful. Pathos helps the goal of doubling the business through increased customers. It is said that the more you give the more you obtain, which is shown through the relation of increased reputation and increased customers. By helping people the reputation of Coca-Cola increases and so does their customers, and profits. The pathos are proven true by the ethos of the writer. The ethos is the writers credibility in the genre. The writer of these texts is the Chairman of the Board of Directors and Chief Executive Officer, Muhtar Kent. The credibility of what is stated about the Coca-Cola Company come from his position in the company. Due to the fact that he is the Chairman gives him knowledge of what is happening in the company and what the company is doing that would be possibly declined to a person outside of the company or of lower position in the company. He even signs his name on the third page of the 2010 review. It is important to check the ethos of the writer as not everyone who writes about a subject will be knowledgeable about it. Because the writer is the Chairman the reader can be comfortable in believing the information given especially the shareowners who are the people being addressed to in the texts. The ethos of these texts are at the end of the organization of each text. How the text is organized is an important component of genre. If the texts are organized differently than it could become difficult in realizing they are of the same genre, as the most likely answer is that if they have different organization they are of different genre. In each text the writer begins by stating the receiver the fellow shareowners. The following information is an introduction about the company. The next part of organization deals with how the company is doing which is done in two sections in the 2010 review and is broken into the six Ps of the 2020 Vision during the 2011 and 2012 annual reviews. The last part of the organization is the part where the writer looks towards the

future which is important in telling the shareowners where the company is heading. They are buying into the company and need to know what is ahead. In the 2011 review on page four the chairman even states Looking ahead, we see vast opportunities for your Company. Organization is important on part of the fact that if your ideas are scattered about it becomes difficult for people to realize your goals. There are other parts of the structure that help your goals become clear. These parts of the Structure are in the work as pictures or other ideas. In the texts gathered these parts dramatically increase from 2010 to 2012. In the 2010 review there is the picture of the chairman, and the 2020 Vision which is shown in each of the texts, but besides the red colored sections and the bolded important texts there is not much else. In the 2011 text the red highlighted sections morph into the writers words that define the section to come. There are a few more side notes such as Coca-Cola turning 125 years young and the percent growth in different areas of the world. The 2012 review loses the red highlighting but gains more of the side notes. These changes are equal to the thought of showing the changes of the company and how they are reaching their long-term goal. The components work together as genre to tell us the goal of the discourse community. The participation tells us that the company is showing what they have accomplished in a year to the shareowners and that the company is out to help make a difference through their own participation. The pathos tells us that this participation they are taking part in is making a difference. The ethos of the writer shows that the review to the shareowners is important as they have bought into the company. The organization of this genre is done to state what the goals are, what the company has done to achieve the goals, and what the company is still doing to achieve the goals. The parts such as pictures and side notes work as a way to show simply what the company goals are, what they are doing, and who the people are to help the reader relate to the review. The discourse community which is the Coca-Cola Company is in conclusion working towards its goal of doubling their business along with the shareowners.

Works Cited Kent, Muhtar. "Dear Fellow Shareowners:." Coca-Cola. Coca-Cola Company, 31 Mar. 2011. Web. 19 Sept. 2013. Kent, Muhtar. "Coca-Cola - 2012 Year in Review - Letter to Shareowners." Coca-Cola - 2012 Year in Review - Letter to Shareowners. Coca-Cola Company, 1 Apr. 2013. Web. 19 Sept. 2013. Kent, Muhtar. "Dear Fellow Shareowners:." Coca-Cola. Coca-Cola Company, 1 Apr. 2012. Web. 19 Sept. 2013. Devitt, A.J. Generalizing about Genre: New Conceptions of an Old Concept. College Composition and Communication, Vol. 44 1993, pgs.575-584. Print.