Melonboard is a company founded by Johannes Beck and they have revolutionized the skateboard market by selling electronic skateboards to an affordable price. Melonboard is a recently started company and their main audience is obviously skaters. I have received a couple of different emails which they usually send out and I will also spend some time analyzing their website.
Starting off with the website, they are using a very simple and easy navigated lay out with their logo at the top. Their logo consists of “Melon” written above “Board” and “EL” from Melon and “Board” is all written in green while M, O, and N is written in black. This makes the audience focus on “El Board” which is a shorter version of stating electronic board. The color green is often associated with environment and sustainability which helps the audience to understand Melonboards are good for the environment. Underneath the logo, Melonboard has decided to use bullet points to make it very easy to understand the features of the board. The language is very informative but they use a language which is easy to understand and they focus on features their audience value as important. They do also have their mission statement by the features which states what values the company and its products represent and the language used is more formal but still adjusted to fit their audience. The mission statement symbols knowledge and professionalism and explains in three sentences what you can expect from the company.
The first email I received from Johannes was an email about tips and tricks when it comes to using the Melonboard. The email is being sent out to all his customers who have received, or are about to receive, their Melonboard. The email has a picture on top showing the board and also the company’s slogan. The slogan is “Never Stop Cruzin” and you can clearly see they have used a jargon in the slogan. Instead of spelling cruising correctly, they spell it “Cruzin” in order to target their customers. One part of the skateboard stereotype is to talk with a lot of slang in their vocabulary and Melonboard’s slogan is a result of that. The text in the email is structured with bullet points on how to use the product to get the most out of it and to extend its lifetime. The language is easy to understand and while most companies write this kind of information in a more legal format, I believe it is easier for Melonboard to inform their customers by email instead of documents filled with legal and formal language. One problem with the email is it consists of two or three typos and there is one in particular where the typo is a different word which gives the sentence a different meaning. The sentence is suppose to say that if you sit on the board, the motor will tear the belt into pieces but the sentence in the email is “tare the belt into peaces” which is not exactly the same thing. The tone of the email is friendly and it is very focused on customer service.
The second email they use is another perfect example of customer service. The email is sent out to people who are waiting to get their board delivered and it gives you a lot of information about why the delivery is delayed and how many boards they are shipping at the same time. The way of shipment, (by truck to Hong Kong Airport and then by airplane to the different locations) is also mentioned together with the reason of why it is late (delay on the payment transfer to the factory) which gives more transparency and more understanding from the customers. The email is very short and concise but informative, service minded, and easy to understand which once again shows us how Melonboard uses rhetoric to deliver its messages.
If we compare the three different artifacts, we can see that Melonboard are using pretty much the same genre and style no matter if they communicate through email or their website. They know what kind of audience they have and they have adapted their jargon and language to communicate more efficiently with its customers. Their style is simple and they try to avoid a formal and legal language as much as possible and instead using a language that is easy to understand.
When it comes to ethos, pathos, and logos, Melonboard mostly rely on pathos when they try to persuade their audience. They explain a lot about the board’s speed, performance, and sustainability in order to reach the customer’s emotional and exciting side. The speed and performance brings excitement to the audience while the awareness of the board being environmentally friendly makes people feel better when they use the product. All of this creates emotions which hopefully will result in the customer buying the product. Since the company is young, they have few or none reviews or awards they could use as credibility and therefore, there is not a lot of ethos in their writing. The logos of the writing are similar to pathos where they use facts about the board to convince the buyer.
Overall, Melonboard use a very informative style to persuade their audience and they mostly use pathos and logos to appear trustworthy and interesting. They know what kind of audience they have and by using the same slang and jargon as their audience normally use, they automatically become more affiliated and connected to their audience.
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