A text analysis of mission statements does not account for apathos element based on the influence that the rhetor could possiblyhave on the audience. Instead, an account of the means used to create.such rhetor-audience relationship serves as the basis for an analysis ofpathos. This involves the rhetor's use of persuasive language toengage his/her audience. As expressions of customer service are nowobligatory in corporate mission statements, organizations work hard toadd distinctiveness to these expressions with adjectives such asconstant, ever-improving, smiling, unquestioned, outrageous, super,and happy (Christensen / Cheney 2000: 247). The pursuit of visibilityseems to generate affective appeals that go beyond the unbiased andfactual language used in, e.g., annual business reports. 
　　The organizational texts discussed in this article are web-texts(referred to as organizational sites). Today, the homepage is a naturalpart of an organization's communication. According to Hoff-Clausen(2002: 8), the demands on sender credibility are higher on the net thanin other media and seem to constitute "a minefield for the sender'scredibility, ethos". Hoff-Clausen's hypothesis is that the discrepanciesbetween how an organization desires to appear and how it actuallydoes appear are given greater exposure on the organizational site thanin printed documents, e.g. annuals, brochures, etc. I would rathermaintain that concealing a weak ethos involves the same risk inprinted and web texts. However, the great advantage of the web textover the printed text is that it allows for better opportunities to adjustpoor communication and to restore a distorted ethos. On the otherhand, too frequent adjustments could send signals of unreflectedpolicies and hasty decision-making and do little to boost theorganizational ethos in the long run.
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