The Relationship Between Aristotle’s Rhetoric and Tense Choice in CEO letters (ความสัมพันธ์ของศิลปะการโน้มน้าวใจตามแนวคิดของ อริสโตเติ้ลกับการเลือกใช้ Tense ในสาส์นจากประธานกรรมการบริหาร)

Abstract

This study examines the relationship between tense choice and Aristotle’s rhetoric, Ethos, Logos and Pathos, in CEO letters. First, in order to be able to examine the tense choice in each persuasive mode, the content of CEO letters was allocated to the three modes following the study on Rhetorical Appeals in Thai Annual Reports by Chakorn (2008). Next, a quantitative analysis was conducted to examine the frequencies of tense choice within each mode by counting the finite verb forms in main and subordinate clauses. Finally, a sentential contextual analysis then followed to explain how the basic meanings and uses of the dominant tenses serve the associated persuasive functions. The results of the quantitative analysis showed that there tends to be a relationship between tense choice and Aristotle’s rhetoric. In addition, the results from sentential contextual analyses showed that the basic meanings and uses of tense choice as defined in general grammar served the persuasive functions.