Microsoft Around the World
For our rhetorical text, Johan, Karl-Johan, and I chose to analyze Microsoft's main webpage (http://www.microsoft.com/en/us/default.aspx). As a behemoth, multi-national company, Microsoft both needs to exert its authority through its website and face a wide range of audiences, from the home users in the US to corporate customers in Tokyo. Thus, we thought that this would be a interesting source to analyze to see what rhetorical strategies Microsoft has decided to use.
The first aspect of the site that immediately pops into our minds is the use of colors. The site uses orange, and various shades of blue -- an unconventional mix. Johan and Karl-Johan commented on it bringing a "fresh impression" to the audience and the calming effect it has. I feel that this is a rhetorical strategy to strengthen Microsoft's ethos as well as affect the viewer's pathos. By calming the audience, the site seems almost more friendly to its users.
One of the most prominant features of the site is its advertisement image for Office 2007, the company's newest product. Using the contrast of colors, the ad immediately catches the audience's attention. While my Swedish couterparts commented on the ads about its persuasive power (they said they would go buy the product), I personally did not find it as appealing. Using an image advertisement for a software product, it almost felt too cliche -- who needs another version of Microsoft Office? I attribute this to my desensitization to web-based adaversiements. Ironically, they're looking at the US version of Microsoft's website.
In addition, the website contains a rich amount of information. There are many links and a lot of short text descriptions. Although all the information can seem overwhelming at times, Microsoft successfully conveys its message: "We're big, we are complex, and we have the information you want." Moreover, from a web-design perspective, the site contains dynamic elements such as drop down menus and fancy AJAX tabs, backing the company's claim as the top software producer in the world.
If we could summarize Microsoft's front page with one word, it would be "professional". Obviously, the company's efforts to convey its strong ethos has worked. With audiences ranging from the casual software user to corporate decision maker, the design deals very well with both ends of the spectrum.
On the other hand, the website do not have much content that will cause it to appeal more to one culture than another. It is probably important that Microsoft preserves this "cultural-neutrality" as its scope is one that truly spans the globe.
The Microsoft Sweden site presents a somewhat different view. It is clear from the design that the site focus on three distinct audiences. In the center of the page is an ad for music fans. While on the right, one ad caters to those with a business intention while the other features a game for youth and gamers. The asthetic feelings produced by the colors on the US site is largely missing from the Swedish one. Why is there this difference for the two countries?
Comments
That is odd that Microsoft's Sweden website would try to appeal to 3 distinct audiences. Perhaps they are trying to reveal Microsoft's well-rounded quality, promoting the fact that they have something for everyone: both music and game lovers as well as the older and professional business audience... whereas the branding of their software as smart and efficient, might work in appealing to a U.S audience. I find that both sites have a similar calming and friendly quality.
Posted by: Doreen Hoang | February 26, 2007 12:37 PM
Good thing with the pictures.
Posted by: Tobias | February 28, 2007 01:37 PM
Interesting that you looked at both the American and the Swedish version of the site. That must reflect on the cultural identities. Very thurough analysis with all your different opinions, fun to read
Posted by: Maria | March 7, 2007 02:57 PM
Based on my cursory comparison, I don't really see a big difference between the two websites. The US version may seem a bit simpler, but generally I feel that they both convey the same image for Microsoft.
Also, a random question - why are shades of orange and blue an unconventional mix?
Posted by: Kathleen | March 10, 2007 10:48 PM
Hello Anja and Doreen!
I think you have done a real good piece of work here and I appreciated reading your text. It seems to me like a good choice that you compared as many as four different sites to broaden the perspective. Did you find similarities between the three sites in the United States that you didn´t find on the Swedish site? It would be interesting, I think, to see if there was a common American something although the different sites are representing different cultures... Do you think that MTV.com manages to communicate that they are "..more than just an entertainment channel"? If so, why or why not? I also wonder what you think the effect would be if the Swedish website would focus more on internationally wellknown celebrities? Thank you for letting me take part and good luck onwards!
/Eva
Posted by: Eva Magnusson | March 13, 2007 08:48 PM
Sorry. I was clicking the wrong one. I will come back to you!!
/Eva
Posted by: Eva Magnusson | March 13, 2007 08:54 PM
Hello again David, Johan and Karl-Johan!
Good that you got together in a three person group collaboration. I hope it worked out well in the perspective of all of you taking part. It is easier if there are only two, I guess. Anyway, I think you have done a good piece of work and I found it interesting to read your text. I particularly liked your starting point about facing a wide range of audiences. Do you think they manage to do so? Why or why not? By what means? I also wonder whether you discussed the balancing of ethos, logos and pathos? Another good point is, I think, about your reasoning when it comes to "friendly". What will happen, which is the effect, when "..the site seems almost friendly to its users."? When it comes to the Swedish site it is interesting that you bring up the three different target groups. Why do you think this is so? Does it have anything to to with Sweden being such a sparesly populated country? And therefore the size of the market? Well, good points. Thank you for sharing and good luck onwards!
/Eva
Posted by: Eva Magnusson | March 13, 2007 09:25 PM