Module 3

Unit III

Literature and Business

Communication

This unit unveils the role of literature to business communication. It covers the rhetorical analysis of
persuasive writing, storytelling techniques in business presentations, and leadership lesson from literary
characters.

Objectives:

At the end of this unit, students are expected to:

1. state the benefit of literature to business communication;

2. conduct a rhetorical analysis;

3. use the storytelling techniques in a business case presentation;

4. reflect on the leadership lesson from literary characters.

While seemingly distinct, literature and business communication are interconnected as studying
literature can significantly enhance one's business communication skills by providing a deeper
understanding of language, narrative structure, persuasion techniques, and the ability to express
complex ideas clearly and effectively, making it a valuable tool for professionals in the business world.

Benefits of Literature to Business Communication

• Vocabulary and Language Skills

Reading diverse literary works exposes individuals to a rich vocabulary, allowing them to craft precise
and impactful messages in professional settings.

• Critical Thinking

Analyzing literary texts encourages critical thinking, enabling professionals to dissect information,
identify underlying assumptions, and develop well-reasoned arguments in business situations.

• Understanding Human Dynamics

Literary works delve into complex human emotions and motivations, providing valuable insights that
can be applied to understanding customer needs, managing teams, and navigating business
relationships.

• Persuasive Writing

Studying literary techniques like rhetoric and character development can help business communicators
craft compelling presentations, proposals, and emails that effectively persuade their audience.

• Storytelling
Literature is fundamentally about storytelling, which can be leveraged in business communication to
engage audiences, build connections, and make complex ideas more relatable.

• Building Brand Identity:

The language choices and tone used in company communication can be deliberately crafted to reflect
the brand's values and personality, similar to how authors use literary style.

• Cultural Awareness

Exploring literature from different cultures can enhance understanding of diverse perspectives, crucial
for effective cross-cultural communication in the global business landscape.

Examples of Application of Literature in Business Communication • Leadership Communication

Drawing inspiration from leadership figures in classic literature can help executives develop their
communication style to motivate and inspire teams.

• Customer Empathy

Understanding the emotional journeys of characters in fiction can help businesses better relate to
customer experiences and needs.

• Marketing Campaigns

Utilizing literary techniques like imagery and metaphors can create more engaging and memorable
marketing messages. Utilizing storytelling
elements from literary works to create compelling marketing narratives that resonate with consumers.

• Client Presentations

Incorporating literary allusions or metaphors to add depth and impact to presentations.

• Writing Business Reports and Internal Communications

Applying literary techniques like clear structure, logical flow, and concise language to produce well-
organized and persuasive reports.

Rhetorical Analysis of Persuasive Writing

A rhetorical analysis is an examination of how speakers or writers persuade, inform, or engage their
audience through language and other tools. In contrast to a summary, which merely summarizes the
content, rhetorical analysis examines how the message is constructed and why it is effective. An
author’s or speaker’s strategies and techniques for influencing their audience are evaluated.

Rhetorical analysis seeks to understand the “why” and “how” behind a communication. Trying to
uncover the methods used to achieve a specific response from the audience, it examines the
relationship between the creator (speaker or writer), the audience, and the message. Rhetorical
analysis helps break down a communication into its components to reach a deeper understanding in a
political speech, an advertisement, or an academic essay.

Core Concept: Persuasion and Audience Influence

It is all about persuasion at its core when it comes to rhetorical analysis. It does not matter whether the
communication is overtly persuasive, like a campaign speech, or subtly designed to inform or entertain
the audience, it always aims to influence them. In rhetorical analysis, deliberate choices are examined
in order to shape this influence.
It provides answers to questions such as:

✓ In what ways does the author or speaker connect with their audience? ✓ How do they intend to
evoke emotions?

✓ To support the argument, what logic or reasoning is being used?

By understanding these elements, a person can gauge how successfully the speaker or writer has
conveyed their message and shaped the audience’s perception or behavior.

Aristotle’s Three Rhetorical Appeals: Ethos, Pathos, and Logos

The ancient Greek philosopher Aristotle defined three main rhetorical appeals that are still widely used
today: ethos, pathos, and logos. Most types of rhetoric use these appeals to persuade their audience.

▪ Ethos (Credibility)

Essentially, ethos is the ethical appeal or credibility of a speaker or writer. In short, it addresses the
question, “What makes this person trustworthy?” By establishing a strong ethos, the communicator
shows they are knowledgeable, trustworthy, and have the audience’s best interests in mind. Doctors
writing about health issues might reference their years of experience and medical qualifications to
establish credibility. Having an ethos establishes the speaker or writer as a reliable source of
information.

▪ Pathos (Emotional Appeal)

A pathos is a way to appeal to the emotions of an audience. The goal is to create an emotional response
aligned with the communicator’s intentions, such as sympathy, anger, joy, or fear. As a result of pathos,
the message becomes more relatable and compelling for the audience. Often, advertisements use
pathos to evoke feelings that will lead to action, such as donating to a cause or buying something.

▪ Logos (Logical Appeal)

Logical and rational appeals are called logos. To persuade an audience, one uses evidence, facts,
statistics, or logical arguments. By providing clear, well-reasoned arguments that are difficult to refute,
Logos appeals to the rational side of the audience. A scientific paper, for example, uses data and
research findings to support the author’s claims, appealing to the reader’s logic.

The three appeals of ethos, pathos, and logos are often intertwined, and effective communicators
combine all three to strengthen their message. The effectiveness of rhetoric can be broken down by
identifying how each is used in a text or speech.

Common Rhetorical Strategies and Techniques

The delivery of a message and how its audience receives it are often enhanced by various rhetorical
strategies. Among the most common rhetorical strategies used in speeches, writing, and
advertisements are repetition, parallelism, metaphor and simile, and antithesis.

1. Repetition

Repetition is the deliberate use of words, phrases, or ideas to emphasize a point. By doing so, the
audience is more likely to remember the message. The audience is more likely to remember a key point
if they hear or see it multiple times. It builds momentum and emphasizes important ideas through
repetition. Politics, advertising, and literature often utilize it to convey a message.

2. Parallelism
Parallelism refers to the use of similar grammatical structures within a series of phrases, clauses, or
sentences. Writing or speaking with rhythm and balance makes the message more persuasive and
easier to follow. It usually enhances the communication’s formality, polish, and impact. By giving equal
weight to the speaker’s or writer’s key points, parallelism aids in clarifying relationships between ideas.
Having a consistent pattern makes arguments more persuasive.

3. Metaphor and Simile

To add depth to an argument, metaphors, and similes make comparisons. Metaphors compare two
unlike things by saying one is the other, while similes use “like” or “as” to compare them.

“Time is a thief” suggests that time steals our experiences or opportunities (like a thief).

Example of a simile: “Her smile was as bright as the sun” illustrates how warm and impactful a smile is.

Metaphors and similes enhance persuasion by tapping into the audience’s imagination and helping
them understand complex ideas through familiar comparisons.

4. Antithesis

Antithesis involves the juxtaposition of opposing ideas in a sentence or phrase to create contrast. By
presenting two opposing viewpoints or outcomes, this contrast emphasizes the differences between
the ideas. The use of antithesis can persuade the audience to choose one side over another. An
antithesis highlights the speaker’s or writer’s argument by placing contrasting ideas close together and
illustrating their difference. This creates a sharp, memorable distinction.

Notable Examples:

Anaphora: The repetition of a word or phrase at the beginning of successive clauses. Example: “We will
innovate. We will adapt. We will overcome.” (Steve Jobs)
Antithesis: The juxtaposition of contrasting ideas in balanced phrases. Example: “It was the best of
times; it was the worst of times.” (Charles Dickens)

Metaphor: A figure of speech that implies a comparison between two unlike things. Example: “Time is a
thief.”

Rhetorical Question: A question asked to make a point rather than elicit an answer. Example: “Isn’t it
time we embraced change?”

Parallelism: The use of similar grammatical structures in a pair or series of related words, phrases, or
clauses. Example: “Tell me and I forget. Teach me and I remember. Involve me and I learn.” (Benjamin
Franklin)

How These Techniques Enhance Communication and Persuasion

▪ Clarity and Emphasis: Repetition and parallelism provide structural clarity, making key points stand
out. Focusing on the most important aspects of the message helps the audience follow along.
Repetition or mirroring ensures the message is not lost and the audience understands its full meaning.

▪ Emotional Connection: Metaphors and similes create vivid imagery, enabling audiences to form an
emotional bond with the speaker or writer’s argument. Comparisons facilitate engagement and
persuasion by making abstract concepts more relatable and personal.

▪ Memorability: All of these rhetorical strategies contribute to making the message more memorable.
The emotional pull of a metaphor or the rhythmic structure of parallelism ensures that the message is
remembered by the audience.

▪ Strengthening Contrasts: Antithesis draws attention to differences, forcing the audience to evaluate
opposing ideas. Antithesis helps persuade by clearly contrasting two options and leading the audience
to one conclusion over another.
In addition to improving communication and persuasion, each of these rhetorical strategies enhances
the message of the speaker or writer, making it more powerful,

engaging, and effective. The right use of them can transform a simple argument into a memorable and
compelling one.

Steps to Conduct a Rhetorical Analysis

Step 1: Identify the Purpose

Identifying the communication’s purpose is the first step in conducting a rhetorical analysis. The
purpose of every text, speech, or advertisement is to achieve a specific outcome. It could be to
persuade the audience to take action, inform them about a specific topic, or entertain them. Ask the
following questions to determine the purpose:

This communication aims to accomplish what?

Does it provide factual information, provoke thought, or change opinions? What is the impact of the
purpose on the tone and approach?

Step 2: Analyze the Audience

Secondly, consider the audience’s needs, values, and expectations. Ask the following:

Who is the target audience? Is it experts, laypeople, or a particular demographic, or is it a general

audience?
What are the audience’s beliefs, attitudes, or knowledge?

How does the writer or speaker cater to the audience’s interests and expectations?

Understanding the audience allows to evaluate how well the communication aligns with their values or
desires.

Step 3: Examine the Context

Context plays a crucial role in how the message is crafted and received. Cultural and historical factors
are included in the context. Explore these questions:

What’s going on in society, politics, or culture?

Does this message have a specific context (e.g., crisis, celebration, public announcement)?

What effect does the setting have on the tone and content of communication?

Step 4: Analyze the Use of Appeals

Communicators use rhetorical appeals to persuade their audiences. Ethos, pathos, and logos are
Aristotle’s three main rhetorical appeals.

Ethos (Credibility): Ethos refers to the credibility or authority of the speaker or writer. Ask:

How reliable and knowledgeable is the communicator?

Credibility is built by referencing qualifications, experience, or ethics?

Pathos (Emotion): Pathos involves appealing to the audience’s emotions. Consider:

How does the speaker or writer intend to evoke emotions?

Strengthening the message with emotions?

Logos (Logic): Logos refers to the use of logic, reason, and evidence to support the argument. Analyze:

Do you have a clear, logical argument?

Does the evidence back up the claims with facts, statistics, and examples?

Step 5: Evaluate the Structure and Style

Lastly, evaluate the communication’s overall structure and style. Style includes language choices, tone,
literary or rhetorical devices, and the way the message is organized.

Analyze the structure of the argument or message. A typical communication consists of an introduction,
a body, and a conclusion:

Introduction: What is the speaker’s or writer’s approach to introducing their topic and capturing the
audience’s attention?

Body: How are the key points developed and supported? Are the ideas logically ordered?
Conclusion: What is the communicator’s final message and how does he or she leave a lasting
impression?

These steps are combined to form a comprehensive rhetorical analysis approach. Following this process
will give an insight into how communicators use language, structure, and appeals to achieve their
intended purpose.

Storytelling Techniques in Business Presentations

Stories convey a deeper meaning, idea, or lesson. They make us feel, experience, identify, and
understand. Most importantly for storytelling in business presentations, telling a story in a presentation
makes people more likely to remember the message.

Researchers Dean and Chip Heath found that after a presentation, 63% of attendees could remember
the story told by the presenter. However, only 5% could recall specific statistics from the event. Because
stories allow audiences to visualize and imagine an idea or message, stories also make them better able
to make decisions. In other words, stories bring buyers, stakeholders, and decision-makers to better
understand and remember your message. Which in turn enables them to make a decision and increases
the chance they will act on it.

Presentation Storytelling

Presentation storytelling is the art of using a narrative structure to convey information instead of dry
facts. It delivers a story with a clear beginning, middle, and end that aligns with the presentation's
objectives, making the content more relatable and memorable.

Storytelling in business presentations involves 2 complementing aspects: (1) textual presentation

narrative, and (2) visual storytelling.
A narrative presentation is a style of delivering information where the content is structured as a
relatable story. It typically includes characters, a setting, a conflict, and a resolution, and weaves
complex ideas, processes, and metrics into the narrative.

A visual storytelling presentation tells a story or multiple anecdotes using visual elements like videos,
animations, and interactive content.

Modern storytelling presentations apply storytelling design which combines visuals and text seamlessly
to let readers interact with the presentation as they scroll down the content.

How to use the 4 storytelling archetypes

Storytelling is the art of describing vivid ideas, beliefs, experiences, and life lessons through stories and
narratives. These stories stimulate a listener's imagination as they are being taken on an emotional
journey. There are many ways to tell a story.

These story structures have been shown to work for narrative presentations and corporate storytelling.

The Hero's Journey: Communicates a transformation from struggle to success The Story Mountain:
Builds tension and anticipation

Story loop: Joins multiple perspectives into a single narrative

In-Media Res: Grabs attention quickly

There are timeless narrative frameworks that have worked for storytellers throughout the ages from
the methodologies of old, through Shakespearian plays to Apple commercials.

1) Hero's Journey
The hero's journey narrative archetype involves a hero who goes on a journey and returns as a changed
person.

This storytelling template consists of three distinct parts, or "acts," that include a setup, confrontation,
and resolution. It makes for a well-structured and engaging narrative.

The Hero’s journey or Monomyth starts with the protagonist (Hero) leaving their home and going on an
adventure. Here, the hero faces different obstacles and learns a lesson that helps them obtain a victory.
Finally, the hero returns home with that newfound wisdom and helps their community.

In short, it is a story of transformation. And it can be divided into three stages: Departure: The transition
from the ordinary world to the unknown.

Initiation: Obstacles appear, lessons are learned, and the hero starts to change.

Return: The big challenge takes place, and the hero wins thanks to their transformation. By the end, the
hero comes back with a reward

to their familiar world.

Some successful examples of the monomyth are The Lion King, Star Wars, and Mulan.

2) The Mountain
The mountain storytelling structure strategically maps the tension and drama in a story. This archetype
is represented visually as a mountain, with each section building to a complex obstacle that characters
need to overcome.

Think of the protagonist at the bottom of the mountain. They must climb the mountain to reach their
goal (the business goals in this case). They face obstacles along the way, and they must overcome those
obstacles before they can reach the top.

This one is perfect for building tension. Start by setting up a scene and introducing the characters. Then,
the conflict appears in a series of small challenges. In the most

important part of the story, the problem reaches a high point, and the action begins. After the climax,
the protagonist sorts out the problem, and end the story with a lesson. For a shorter version, the 3-act
structure can be used: set up, confrontation and resolution.

3) Story loop

The story loop structure contains stories within another story. However, they are not standalone stories.

The first story is the most important. It is the core of the message, and use the other stories to
elaborate or explain the central point.

But stop some of the way through it, leaving the audience in suspense. Then, share part of the second
story before moving on to the last.

Eventually, in the end, bring it all together to make one cohesive point. The purpose of this storytelling
technique is to provide context, background, or a different perspective to a central narrative.
Watch: [Link]

Types of anecdotes that can be used in the story loop presentation: • Customer success stories

• Personal experiences by clients

• Inspirational stories

• Fictional or hypothetical stories

• Historical or factual stories

4) In medias res (begin from the middle)

In medias res is Latin for "in the middle of things". With this storytelling archetype, the narrative begins
in the middle of a scene. It skips over the background of the story and gets straight to the action.

To choose the right type of story for the presentation, consider the audience, the purpose of the
presentation, and the emotional impact you want to create. Regardless of the narrative structure that is
chosen, visuals, sensory details, and precise language are included to bolster the message.

To grab the attention from the very beginning, this type is to be used. The narrative technique in-
medias res (Latin for “in the midst of things'') is used for stories that start in the heat of the action.

This is how it works: You open with the climax (or near the end of your story) and keep your audience
eager to understand what’s happening. Then you go back to the past and explain how things evolved.
For examples, watch 12 Years a Slave, Pulp Fiction, or The Greatest Showman. These movies start in-
medias res.

Effective presentation storytelling structure

A well-structured story can engage and persuade the audience, making the corporate presentation
much more effective and memorable. Stories can be applied in any type of business presentation, such
as a pitch deck, sales presentation, white paper, report, or business proposal.

A single document can include multiple stories that make up a joint narrative. 5 basic elements of a story
structure:

1. Introduction

• Sets a relevant context with background information.

• Introduces the protagonist (business or product) and the current problem or challenge.

2. Rising Action

• Builds tension by detailing the obstacles and complications faced. • Engages the audience with the
steps taken to address the challenge.

3. Climax

• The turning point where the main tension or conflict peaks.

• Highlights the moment of greatest challenge and the decisive action taken.

4. Falling Action

• Shows the aftermath of the climax.

• Begins to lead towards the resolution, detailing the business solution and results of actions taken.

5. Resolution

• Wraps up the story with the outcome of all actions.

• Provides a clear ending, showing how the challenge was overcome and what was learned.

After developing the story structure, be sure to connect it to the core message by creating parallels and
reinforcing it with examples. Most importantly, do not leave the audience with the realization that they
need to take action without offering them an immediate way to act.

Effective storytelling techniques for presentations

The beauty of storytelling is that the possibilities are endless. There are so many ways to tell a story in
presentations. It is just a matter of finding the right one for the unique needs and goals.

1) Build your stories around your audience’s pain points

Stories establish connections. But don’t confuse your story with your audience’s story. Your audience
does not care about your story, and they do not care about your product. But they will care if they feel
you care about them. Understanding the audience's pain points, values, and opinions can help you
weave a story into a narrative that aligns with their interests. It gives you the chance to be part of THEIR
story. Stop talking about yourself. Do this and see engagement blow up, conversions increase, and
greater brand loyalty.

2) Establish common ground with your prospects

One effective presentation storytelling technique is to find common ground and share experiences with
your audience to establish a connection and make them care about what you say.

These commonalities are what resonate strongest with your target audience. Common-ground stories
tell your audience a satisfied client of yours overcame a particular challenge they are experiencing
themselves, and offer the lessons learned while overcoming it.

3) Tell stories that foster peer envy

Peer envy is one of the strongest motivators you can flame in sales presentation storytelling. Simply put
it just means telling the story of a known industry player that achieved remarkable results with the help
of your product or service. A peer envy story should present the initial challenge, the journey to
overcome it, and the final enviable outcomes. Yet the reader should feel they can attain similar or
better results by following a similar journey.

Business presentation storytelling examples

Here are some examples of famous brands that incorporated personal stories to convey a powerful
message in their business presentations.

Mign sales deck

Mign’s sales deck highlights the digital shift in musculoskeletal injury recovery, emphasizing the
transformation from mass production to personalized care. Mign applies the hero’s journey story
framework and positions itself as the trusted guide in this transformation.

The deck contrasts "winners," who embrace new technologies like additive manufacturing and virtual
care, with "losers," traditional manufacturers stuck in outdated processes.

[Link]
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Principles of visual storytelling in business presentations

Storytelling allows you to simplify complex or abstract information and address any objections or
resistance. As a result, listeners can better retain and remember the message, which improves the
decision-making process.

Here are the main principles that can transform your narrative:

Authenticity

Authentic visuals resonate more with audiences. In an era where people are bombarded with staged
and polished images, authentic, candid photos that reflect the reality of your work can make your
message stand out and be memorable.

Sensory

Your visuals should evoke a sensory experience. The goal is to cut through the noise and trigger a
stronger emotional response.
For example, you can make the experience more immersive by adding interactive clickable elements,
embedding videos, or images that highlight details or visual textures. Scrollytelling can also play a crucial
role here, allowing the story to unfold through interaction, as the audience scrolls through the
narrative, engaging them in a multi sensory journey.

Relevancy

The stories told by your images must be relevant to your audience. Personalized visual storytelling,
supported by data to understand what motivates your audience, can turn your story into an experience
that resonates deeply.

Archetypes

Every story has characters that fit certain archetypes, such as the caregiver, the explorer, and the
creator. Identifying with these archetypes helps your audience connect with the story on a deeper level,
making your organization's mission more relatable and memorable.

Activity Output:

Create:

[Link]

Why The Human Brain Loves Storytelling Presentations

According to neuroscientist Uri Hasson, storytelling fosters deep social interactions through brain-to-
brain connections. He found that when we hear stories, our brains mirror each other, helping us
understand what the storyteller is feeling.
Called neurocoupling or mirroring, this process occurs across many areas of the brain, including the
ones that are responsible for processing and understanding narratives. Why the human brain loves
stories?

The short answer is that neural activity in the brain increases when we hear a captivating story. Our
brains are made up of neurons, which are nerve cells that send messages throughout the body.

These neurons release neurotransmitters (brain chemicals) that transmit signals from nerve cells to
target cells.

The most common neurotransmitters in the brain include:

Endorphins

Dopamine

Serotonin

Oxytocin

When we hear a story, the neurons in our brain light up with activity. And according to neuroscientists,
"neurons that fire together wire together." This means that as we hear stories, the neurons in our
brains are wiring together. As a result, we're more likely to remember the information we receive from
a story. Storytelling also triggers the release of dopamine ("the brain's form of candy") and oxytocin
("the love drug"). In other words, stories make us feel good.

Here's an infographic showing how storytelling affects the brain:

This can influence buying behavior because it helps to create an emotional connection with potential
customers or buyers.

Telling a story, instead of making a sales pitch, is less intimidating to an audience. The company or
product you're describing is easier to understand, seems less complex, and provides relevant
information in a format that's easy to digest and remember. As a result, the buyer can relate to the
product or service and will eventually want to purchase it.

[Link]

Leadership Lessons from Literary Characters

Literary characters can teach valuable leadership lessons, including the importance of integrity,
empathy, vision, adaptability, courage, and the ability to inspire others, with examples like King Arthur's
commitment to justice, Elizabeth Bennet's social navigation skills, and Atticus Finch's unwavering moral
compass, demonstrating how leaders can navigate complex situations while upholding strong ethical
principles.

Key Leadership Lessons from Literary Characters:

Integrity and Moral Compass

▪ Atticus Finch (To Kill a Mockingbird): Represents unwavering commitment to justice and doing the
right thing, even when it's unpopular, highlighting the importance of ethical leadership.

▪ King Arthur (Arthurian Legends): Embodies chivalry, honor, and a strong sense of duty, demonstrating
the value of leading with high moral standards.

Vision and Inspiration

▪ Martin Luther King Jr. (Various Speeches): Through his powerful rhetoric, showcases the ability to
articulate a compelling vision and inspire large movements for change.

▪ Nelson Mandela (Long Walk to Freedom): Demonstrates resilience and the power of a unifying vision
even in the face of extreme adversity.

Empathy and Understanding

▪ Jane Eyre (Jane Eyre): Represents the ability to see beyond appearances and understand others'
perspectives, emphasizing the importance of empathy in leadership.

▪ Prince Andrei Bolkonsky (War and Peace): His journey from disillusionment to enlightenment shows
the value of learning from others and developing empathy through experience.

Adaptability and Strategic Thinking

▪ Elizabeth Bennet (Pride and Prejudice): Exhibits sharp wit, social awareness, and the ability to navigate
complex social situations, highlighting the need for adaptability in leadership.

▪ Odysseus (The Odyssey): Demonstrates resourcefulness and the capacity to adapt to changing
circumstances while navigating challenges on his journey home.

Courage and Resilience

▪ Huckleberry Finn (Adventures of Huckleberry Finn): Shows courage in standing up for what is right,
even when it means defying social norms. ▪ Katniss Everdeen (The Hunger Games): Represents the
strength to fight for what is right and protect others in the face of extreme danger.
Collaboration and Teamwork

▪ The Fellowship of the Ring (Lord of the Rings): The diverse group of characters working together
towards a common goal exemplifies the power of collaboration in achieving a shared vision.

▪ Hermione Granger (Harry Potter): Highlights the value of utilizing individual strengths and working
effectively with others to achieve success.

References:

[Link]

[Link] business-
communication