"Rhetorical Analysis of a Corporate Website: Philip Morris, Ethos, and Ethics"

Suggested Website Revisions for Phillip Morris

In contrast to Philip Morris, Pfizer has a website entitled “My Time to Quit” that features an anti-smoking campaign as well. Not surprisingly, Pfizer’s website is much more informative, concise, and optimistic in giving quitting advice. One thing that is especially effective about Pfizer’s website that should be utilized by Philip Morris’s site is the use of interactive technology. Under “Plan Your Quit” and then “Living Smoke Free,” there is a box on the page where a consumer can calculate how much money they spend on the addictive habit. This appeals to logos and pathos because it serves as a reality check for people who are addicted to smoking. Obviously there is a large sum of money being spent by individuals who smoke, and they may feel that they are being irresponsible by using their money that way. They also feature a timeline that shows how much healthier the body becomes in the absence of smoking, even after just one day. There are no lengthy paragraphs anywhere throughout the entire Pfizer site. It is understandable that Pfizer’s site would be more clear and helpful because their interests do not conflict. Expediency and ethics are much more in agreement here because Pfizer sells many of the drugs that help people to quit smoking. Pfizer genuinely does want to help their customers, and they get a paycheck from it too.

Although Philip Morris’ site might seem unethical upon one’s first impression and would likely trouble both Socrates and Plato deeply, it is apparent that they are in a tough rhetorical situation that they must make the best of. The MSA requires them to disclose troubling facts and statistics about their products, yet their ultimate goal as a corporation is to be profitable. Socrates and Plato would not agree with the differences in rhetorical effectiveness throughout the site; some sections are largely incomprehensible while many of the more favorable sections were easily comprehensible. The site walks the fine line between expediency and ethics by utilizing the means of persuasion appropriate for each distinct audience.