Textual Rhetorical Analysis

             Engineering is more than design and innovation. There is a marketing side in which the engineers must be able to communicate their ideas to the consumers. They must convince these people that their product is better than the previous one, and that it is the best design, surpassing the competition. Altec is a company that designs the equipment and vehicles that many electrical or construction companies use. This article by Altec explains their new idea of adding another entrance for their cranes. The article shows that engineers must be able to communicate their innovative ideas to their cliental so that they are aware of the advancements they are making.

           Altec uses safety and convenience as the backbone of their new and improved design. I personally feel that almost every engineering company in the world uses this same idea of safety and convenience, but it must continue to persuade cliental because these companies keep using it. I have come to realize that engineering is all about improvement and efficiency and this article certainly proves the "improvement" side of engineering. Adding a front entrance to a crane seems like something small and simple that anyone could think of right? Well this article states that Altec is the first crane designers to ever include this feature on a crane, that is they are the first ones to have both a side entrance and a front entrance. When I read that I was actually quite shocked. It makes sense to me that a crane would need to have entrances available in both location due to safety hazards of debris or materials falling and blocking an entrance. The cranes cab also has a tilt feature that can be titled up to 20 degrees which maximizes viewing. In my mind this seemed like something very little because 20 degrees isn't much. However, as I thought about it more these people knew what they were doing. A crane operator needs to be as to see the end of his crane and what is being lifted or placed and without this 20 degree tilt I am sure the operator would have to strain and move awkwardly with in the cab just to see what he's controlling at the end of the crane. Also, the 20 degrees that it moves is probably all it needs due to the fact the entire cab is clear and your line of vision expands upon that. 

Delivery:

All of these features are described in a very efficient engineering like way. The whole format seems to make sure that consumer understands the point, without boring them. It is set up with pictures throughout, and the paragraphs seem to be organized in a manner that is sequential. The only thing I would do different with this article is to give it a better conclusion by wrapping up everything they have talked about.

Substance:

The text doesn’t get into real technical detail, but it defines their product giving the reader a visual that clearly communicates to the consumer. Most consumers will have a general understanding of specifics in engineering, but the Altec article doesn’t necessarily require any of that. The only background knowledge might be that of how a crane usually looks or works, and that is almost common knowledge in today’s day and age.

Organization:

The article is organized in a list format. It allows a direct response to each feature that is included with this design. It allows shows all of the text on the left with the photos on the right side, once again showing the efficiency so it is easy for the reader to digest. The visuals can also be incorporated with the text so it is easy to picture what the writer is talking about.