1. Technical Descriptions, Specifications, and Marketing Materials
Chapter 20
Technical Descriptions, Specifications, and Marketing Materials
Technical Communication, 12th Edition
John M. Lannon
Laura Gurak

2. Purposes and Types of Technical Definitions
Two Main Types:
Product Descriptions
Process Descriptions

3. Objectivity in Technical Description
In promotional materials, subjective description based on feelings, attitudes, or moods is acceptable.
Ethical technical descriptions are objective
Based on verifiable evidence
Focused on details that enable readers to visualize the item
Written with precise and informative language

4. Elements of a Usable Description
Clear and limiting title
Appropriate level of technicality
Visuals
Clearest descriptive sequences

5. Descriptive Sequence Spatial Functional Chronological
Answers What is it? What does it do? What does it look like? What parts and material is it made of?
Functional
Answers How does it work?
Chronological
Answers How is it put together? How does it work? How does it happen?

6. Outline for Product Description
Introduction
Gives only enough information for reader to understand product.
Description and function of parts
Describes each major part.
Summary and operating description
Explains how parts work as a whole.

7. Outline for Process Description
Introduction
Definition, purpose, and brief description of the process
Stages in the process
Chronological or logical order
Conclusion
Summary of major stages or one complete process cycle

8. Specifications
Specifications prescribe standards for performance, safety, and quality.
Methods for manufacturing, building, or installing a product
Materials and equipment to be used
Size, shape, and weight of the product
Specific testing, maintenance, and inspection procedures
Specifications

9. Uses of Specifications
To ensure compliance with a particular safety code, engineering standard, or government or legal ruling
Have legal implications
Accessible to a broad audience
Customer
Designer
Contractor or Manufacturer
Supplier
Workforce
Inspectors

10. Technical Marketing Materials
Designed to sell a technical or scientific product or service to audiences that range from novice to highly informed.
Brochures
Web pages
Fact sheets
Business letters
Large color documents (i.e. booklets)

11. Any Questions?
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