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The answer which seems most appropriate is that success is a measure of many qualitative and quantitative factors such as money, morals and ethics.
We saw in lecture 2 with Jonathan the use of extremely effective language in the report given by the Chief Exec of Marks and Spencer. It was evident throughout the report that Stuart Rose employs various rhetorical strategies as a tool of persuasion for his audience. Consider this report without the juxtaposition, reification and strategic ambiguity. It is safe to assume the report would do little in convincing the board of directors, investors and other potential audiences of the success achieved in the company over the last quarters...
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