Read the following email from Joseph Park about self-service kiosks* at Ginger Market. Then, write a well-developed essay discussing how effectively this letter achieves its purpose. What strengths and weaknesses do you see in the letter?
Are there rhetorical appeals and strategies that the writer has used well? Do you see places where the writer could use other rhetorical appeals or strategies to achieve the purpose more effectively? What should the writer do to make this letter more effective?
Explain your reasoning.
Be sure to include some discussion of rhetorical strategies and rhetorical appeals.
Dear Mr. Smith,
I am writing to discuss the problem of the changes to the campus store Ginger Market, located at MacQuarrie Hall. What is up with the kiosks?!
Last year, Ginger Market used an ordering and payment system like any other traditional store, with an assortment of foods and drinks available on shelves or made to order, both paid for at one of the available cash registers, attended by a friendly cashier.
On my first visit to Ginger Market this semester, everything appeared to be the same as last year. Other customers thought so, too, because we were all standing in line at the cash register, waiting for someone to take our order, but no one did. Then a worker approached us and told us we had to order at the kiosks. So I walked over to the kiosk. I knew I wanted a nonfat, sugar-free, hot green tea latte, so I poked at the screen to find it. The touch screen has headings for the various kinds of made-to-order food and drinks, but if you make a mistake, there’s no “Back” button and you have to start all over again. It’s so stupid! I had to do this several times because, guess what! There was no green tea latte under Espresso Drinks, and it wasn’t under Teas either. All I was thinking was “What the heck!?” I had to ask for help. The nice worker explained that something was wrong with the electronic menu and for some reason green tea lattes were not showing, so she advised me to order a regular latte, pay for it, and then run up to the baristas to inform them of what I really wanted before they made the drink I didn’t want. So I rolled my eyes and asked her, “What is the point of the kiosk if I have to talk to the barista anyway?”
I’m sure you understand my frustration. Whatever happened to hospitality and a little human interaction? I’m really not into this fully automated future that we’re headed toward for the sake of “convenience.” That’s how the businesses try to sell us on these “advances.” But my suspicions are that machines are ultimately cheaper than human employees, and this is just one more way businesses are ruining everything. Profits rise, quality suffers, and service-sector workers are losing their jobs.
I recommend a dual system. I suggest Ginger Market have kiosks available for the shelved items, so students and faculty who are in a hurry can use the self-checkout and not wait in line. But for custom food and drink orders, give us a human being with whom we can talk, explain our order, and maybe even exchange a smile.
Disgruntled customer who will not be returning, Joseph Park
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