ABSTRACT
This chapter illustrates application of a number of elements of the model to a predominantly print-linguistic message. While the media attribute of the model emphasizes various media available for composing and delivering the message, print-linguistic messages can be viewed with technology available on most computers and without computer requirements. However, the rhetorical impact of a print document can be affected by technologies associated with them and their delivery in multimodal ways. For example, a business letter may have a certain impact with letterhead that it does not have without that letterhead. The letterhead adds a visual attribute that creates a rhetorical effect. If one receives a message from an attorney's office on letterhead, the message may seem a bit more intimidating than if there was not a letterhead at all. The letterhead seems to add ethos to the message. If that letterhead is raised, it may further add a perception of importance.
