Yang 1 Mia Yang Kristen Foster CO 150.

400 8 December, 2013 The Explanation of the Rhetorical Choices a: Nowadays, with the increase of peoples income, it is likely for them to have a higher demand for luxury goods since possessing luxuries can be an efficient way to elevating peoples social status and show their high-level personal taste. According to the Global Luxury Retailing report, the expenditure on luxury goods goes to the acme of $450 billion in 2012 (Nelissen and Meijers 343), indicating the fact that luxury goods is experiencing an upward journey. Whats more, the powerful economic downturn in 2008 hasnt derived the shine from luxury goods-----the sales of luxuries during the time period of financial crisis is consistently growing (Rhee 49). However, the remarkable consumption on luxury goods arouses the controversial issue that whether or not luxury goods worth the money consumers paid for, further leading to the debate about the choice between luxury goods and generic goods. The reason why I wrote this public argument is to convince consumers not to purchase luxury goods when generic goods are available since luxury goods are just products with attractive brand aureole, but without enough practical values. b: My purpose of the public argument in the form of the brochure is to persuade consumers to pay more attention to generic goods, meanwhile, preventing customers from being indulged in luxury goods. If the global expense on luxury goods is still growing at an amazing speed, it is more likely to for people to form an abnormal shopping habit----pursuing

Yang 2 luxury goods blindly just to compare with each other. Also, the serious consequence for the increasing luxury goods demand is the shrink of the generic good market, which may result in the inflation of price, leading to the great loss for ordinary people. I choose this purpose because all the consumers want to save more money and become more rational when making shopping decisions, so I believe that the information I provided will help them to rejudge the cost performance of luxury good and to create a more efficient way to save costs when shopping, thus, I think that my public argument will be attractive to them. c: My claim for the public argument is that people shouldnt buy luxury goods when generic goods are available. First, generic goods own more practical value and perform more useful in peoples daily life. Luxury goods usually focus more brands itself; however, generic goods pay more attention to the quality of goods (Generic product). Second, the growing up of counterfeit goods market make consumer have no guarantee when shopping luxuries since they may burden the risk when encountering the fake one. The third reason I provided is about the improved quality of generic goods, since they scoring well in the blind test (Tuttle). I use statistics, definition, statements from academic peer-reviewed journals as evidence in my argument. d: My chosen public audience is all the consumers in the luxury/generic good market. I select this group because my topic is exactly close to their shopping habit and their own profits. What consumers really concerned about is to find something with high quality and low price, which just fits the function of generic goods, what I try to convince them to purchase. To meet the needs of my audience, I attempt to put consumers profits in the first place and stand on customers side rather than on producers side, in order to let them think

Yang 3 that I am considerable author, thus making my public argument more persuasive. e: I would distribute my brochure on Rodeo Drive in Los Angeles, since it is one of the most famous luxury good street in the world. There is not only group of luxury goods fans come here to shopping luxuries, but also many tourists will come here because Rodeo Drive has already become a tourist destination. So both ordinary consumers and luxury good consumers, my intended audience, may occur on this street, providing me with great chance to distribute my brochure. In addition, since Rodeo Drive is a place for luxury shopping and my topic is quite related to it, consumers at that place may have more interest to read my argument. f: I use brochure to present my information. Brochures are printed pamphlet or booklet, usually appeared in bi-fold or tri-fold folders, aiming to advertise certain companies, products events or ideas to the public. (What Is a Brochure). To create an effective brochure, I need to focus on the three key components: purpose, readability and appeal (Montgomery), meanwhile, it is important for me design my brochure in a proper size to make it easier to distribute in public area. In general, there are not many restrictions for brochures since it always relies on different peoples needs, so I use Photoshop to edit my brochure. I also insert some luxury good photos to enhance the visual impact and diverse fonts to highlight the key points. g: The limitation for my public argument is that because of the length limit, I failed to include further analysis about why people should not buy luxury goods, what I just include is the key points and some statistics. However, brief and simple opinions can make audience easier to understand my idea, since readability is important for brochures.

Yang 4 Work Cited Generic product. 2013 WebFinance Inc., n.d. Web.9 October 2013. Montgomery, Haley. Components of Brochure Design. BrightHub.com. Bright Hub Inc., 3 February 2010. Web. 8 December 2013. Nelissen, Rob M.A. and Marijn H.C. Meijers. Social Benefits of Luxury Brands as Costly Signals of Wealth and Status. Evolution and Human Behavior

32.5(2011):343-355.Web.14 October 2013. Rhee, Seung Yoon. A Study on Why Luxury Goods Sell and their Effects on the Economy. International Proceedings of Economics Development & Research 46.10

(2012):48-56.Web.7 October 2013. Tuttle, Brad. Brand Names Just Dont Mean as Much Anymore. Time.com. Time Inc., 1 November 2012. Web. 9 October 2013. What Is a Brochure. MarketingZone.com. MarketingZone Inc., n.d. Web. 8 December 2013.