The Style of White PaperWord下载.docx

The Style of White PaperWord下载.docx

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MissouriWesternStateUniversity

Abstract

Asthedocumentcaneducatecustomersaboutproductsandbeintheserviceofthem,recently,whitepapersarepopularinmarketplacesandtechnicalwritersareaskedtowritewhitepapersfortheircompanies.Towritegoodwhitepapers,itisnecessaryforthewriterstoknowthestyleofwhitepapers.Thispapermakesabriefanalysisofthreecommercialwhitepapersfromtheviewofstylistics,andsuggeststhatthewritersshouldpayattentiontowordchoices,sentencestructures,voices,andflowwhenwritingwhitepapers.

INTRODUCTION

Whatarewhitepapers?

Whitepaperscanhelpspreadinformationaboutproductsorservicesandarepopularinhigh-techindustriesrecently.Peopleneedtogetinformationaboutnewservices,technologyorproducts;

atthesametime,companiesneedtoprovideinformationoftheirnewservices,technologyorproductstocalltheworld’sattentionandgainbenefits.Tobridgethisgap,technicalwritersareaskedtowritewhitepapersfortheircompanies.Thewhitepaperisregardedasaneffectivemethodofinformingaudienceforacompanyinmarketplace;

however,itwasnotborntoserveforcommercialpurpose.Stelznerstatesthefollowing:

Thetermwhitepaperisanoffshootofthetermwhitebook,whichisanofficialpublicationofanationalgovernment.AfamouswhitepaperexampleistheWinstonChurchillWhitePaperof1922,whichaddressedpoliticalconflictinPalestine.Althoughwhitepaperstaketheirrootsingovernmentpolicy,theyhavebecomeacommontoolusedtointroducetechnologyinnovationsandproducts.（Stelzner,2010,p.1）

Currently,manycompaniesoffertheirwhitepaperstoreadersthroughmanyavenues,includingtheirWebsites,click-throughadvertising,andpaidplacementsinsearchengineresults,whichalsomakewhitepapersnowrepresentanintersectionoftechnicaldocumentationwithmarketingcommunication（Willerton,2010）.Andcompaniesofferwhitepapersinexchangeforthereader’scontactinformationtodevelopsalesleads（Stelzner2007;

Weil2001）.

Stelzner’sbookonwritingwhitepapers（2007）providesonedefinitionofwhitepapersinthemarketplace:

“Awhitepaperisapersuasivedocumentthatusuallydescribesproblemsandhowtosolvethem….Ittakestheobjectiveandeducationalapproachofanarticleandweavesinpersuasivecorporatemessagestypicallyfoundinbrochures”.Inaddition,MichellKing（vicepresentofpublicreputationservicesforJaffeAssociatesInc.,aWashington-basedPRfirmthatworkswithlawfirmsandlegalassociations）alsosays:

Awhitepaperisadocumentthatdescribesapointofviewonaproductorservice,orpresentsasolutiontoaproblemandeducatesthereader.It’sausefultooltoshowyourexpertiseinacertainareatopeoplewhoarelookingforthatkindofinformationandwhoareaversetoadirectsalestactic.（Marston,2010）

So,whitepapersareusedtohelpacompanytoconveyinformationaboutaproductortechnologytotheindustryandaudience,andactasanindirectmarketingtoolhavingpersuasivepurposeatthesametime.

METHOLOGY

Whatisstylistics?

Consideredasabranchofappliedlinguistics,stylisticsisthestudyofthewaysinwhichmeaningiscreatedthroughlanguageinliteratureaswellasinothertypesoftext（Nø

rgaard,NinaBusse,BeatrixMontoro,Rocío,2010）.AccordingtoQianYuan（2006）,stylisticsisabranchoflinguisticswhichappliesthetheoryandmethodologyofmodernlinguisticstothestudyofstyle.Itstudiestheuseoflanguageinspecificcontextsandattemptstoaccountforthecharacteristicsthatmarkthelanguageuseofindividualsandsocialgroups.

Traditionally,stylisticsisalwaysappliedinliteratureanalysis.Inactualfact,however,therangeofdiscoursesthatstylisticiansarecurrentlyengagedwithhasexpandedconsiderablytoincludenon-fictionalformssuchasadvertising,academicwriting,newsreportsaswellasnon-printedformssuchasTVandpictorialadvertising,film,multimodelpublications,etc.（Nø

rgaard,NinaBusse,BeatrixMontoro,Rocío,2010）.

Stylisticsuseslinguisticmodels,theoriesandframeworksastheiranalyticaltoolsinordertodescribeandexplainhowandwhyatextworksasitdoes,andhowmeaningcomesfromthewordsonthepage.Theanalysistypicallyfocusesqualitativelyorquantitativelyonthephonological,lexical,grammatical,semantic,pragmaticordiscoursalfeaturesoftexts（Nø

rgaard,NinaBusse,BeatrixMontoro,Rocío,2010）.

Howdoweanalyzestyle?

Differentkindsofdiscourseshavedifferentstyles,anditwillbringbenefitforwriterstoknowthespecificstyleofthediscoursetheywriteoredit.Asagenreoftechnicaldocumentations（Willerton,2007）,thewhitepaperhasitsownstyle,butIdonotseethattherearesomanyarticlesareonlyaboutthewritingstyleinstatisticsofwhitepapers.

Whitepapersarebecomingpopularnow,andmoreandmorewriterswillwritethem.ThenumberofGooglehitsfor“whitepapers”increasedbyalmost600%between2001and2004（Gordon&

Gordon2004）.Soitisverynecessaryforwhitepaperwriterstoknowitsstylesinordertowritegoodwhitepapers.Andawell-writtenwhitepapercanhelptoestablishacompanyasathoughtleaderinitsindustry（Marston.2010）.Besides,mymajorisbothLinguisticsandTechnicalCommunication,soitisinterestingandmeaningfultouselinguisticknowledge—stylisticstoanalyzeakindoftechnicaldocumentation—whitepapers.

Styleaffectsorinfluencesalmostallotherelementsofwriting（Jones,1998）.Styleinlanguageisthecumulativeeffectofchoicesaboutwords,theirforms,andtheirarrangementinsentences.Thesechoicescreateawriter’spersona（voiceandimage）andaffectcomprehension.Readersmaybedistractedfrommeaningbyastylethatisinconsistentwiththeirexpectation,suchasanexcessivelyformalstyleinamanualoracasual,flippantstyleinaresearchreport.Certainstructuresandwordchoicesareeasiertocomprehendthanothers（Rude,2002）.

Basedonandborrowingsomesmallpointsfromstylistics,Iwillmainlyanalyzewhitepapersfromthestyleofwordchoice,sentencestructure,voice,andflow.Becausecommercialwhitepapersaremarketingtoolsandhavethesamepurposeandsamestyle,Iwillchoosethreecommercialwhitepaperstoanalyze,andtheyarefromAppleProRes,HPMultiJetFusionTMtechnology,andMantleEmpowering3DGraphicsInnovation.

RESULT

Wordchoice

Differentstyleshavedifferentwaysofwordofchoice.Whetherthestyleisinformalorformal,plainorcomplex,unpretentiousoraffected,technicalorliterary,writershaveatendencytopreferconsistentlysomekindsofwordstootherstoachievethesedistinctstyles（Jones,1998）.

Verbs

Inchoiceofwords,theratioofverbs（especiallyactionverbs）isunusuallyhighinwhitepapers,forverbscanconveytheactioninthesentenceaccuratelyandforcefully（Rude,2002）.Thereareabout449verbswithin4790wordsinAppleProResWhitePaper,about189verbswithin2395wordsinHPMultiJetFusionTMtechnology,andabout352verbswithin3117wordsinMantle.Herearesomeparagraphsfromthethreewhitepapers:

Today’sMacnotebookanddesktopmachinesrelyonmulticoreprocessing,sothespeedofafasteditingdecodermustscaleup—meaningthatdecodingtimeperframeshoulddecrease—asthenumberofprocessingcoresincreases.Manyindustrycodecimplementations“hitthewall”anddonotrealizefurtherperformancegainsasmoreprocessorsareadded,butAppleProRescodecscontinuetogetfasterasmorecoresareadded,asthefollowingchartshows.（AppleProRes,2014,p.17）

MantleisaninitiativefromAMDtocreateanewprogrammingmodelthatcanfullyexploitthecapabilitiesofmodernGPUs.Incollaborationwithleadingcross-platformgamedevelopers,AMDhascreatedanAPIspecificationandgraphicsdriverthatenablethismodelonPCswithgraphicshardwarebasedontheGraphicsCoreNext（GCN）architecture.MantleisallaboutremovingtheobstaclesthatconstraingamedeveloperstodayandallowingthemtounleashthefullpowerofmodernGPUs.（Mantle,2014,p.1）

Byengagingtheinnovationpotentialofothers,HPlookstoleadtheproliferationoffullsystemsolutionsthatcanallowinventionstodesignandbuildassembliesthathaveformandfunctionsurpassingwhatcanbeimaginedandmanufacturedtoday.（HPMultiJetFusionTM,2014,p.6）

Puttingtheactionintheverbwillclarifythemeaning,makingreaderseasytofindtheanswerstotheirquestions（Rude,2002）.Itiseasierforreaderstofindthemainactioninonesentencebyusingverbs.Readerswillquicklyandeasilyfigureoutthatmulticoreprocessingistoday’sMacnotebookanddesktopmachines’basebyusing“relyon”,andthatanewprogrammingmodelthatcanfullyexploitthecapabilitiesofmodernGPUsistheaimofMantlebyusing“create”.Besides,mostwordsinthethreewhitepapersareactionverbs,likedecrease,hit,add,create,exploit,remove,unleash,constrain,design,build,surpassandsoon.Actionverbsarespecificverbswhichdescriptivelytelltheaudiencewhatwasorwhatwillbedone,andmakethewritingmoredirectandforceful（Jones,1998）.Thoseactionverbslikelook,lead,design,build,andsurpassgivereadersadirectandforcefulunderstandingoftheobjectivityofHP.

Nouns

Readersdependonaccuratewordsforthedetailsaswellasforformingconcepts.Ifthewordsareinaccurateordifficulttounderstand,thereadermusteitherapplyextramentalefforttosubstitutethecorrectwordorlearncorrectly.Wordsthathelpussenseth