http://tc.eserver.org/authors/Ortiz,_Lorelei_A._and_Julie_Dyke_Ford A bibliography of works by Ortiz, Lorelei A. and Julie Dyke Ford in the field of technical communication. en-us Copyright (c) 2005-08 by the EServer. All rights reserved. tclib-editorial@eserver.org (TC Library Editorial Board) webmaster@eserver.org (Geoffrey Sauer) http://tc.eserver.org/images/newlogo.gif http://tc.eserver.org/dir/Ortiz,_Lorelei_A._and_Julie_Dyke_Ford http://tc.eserver.org/29158.html http://tc.eserver.org/29158.html This article presents a qualitative text analysis of persuasive documents written by a major U.S. airline in a 2004 counter-campaign against the Teamsters union. The methodology for this study is based on Stephen Toulmin's argument model, including his "double triad" and his interpretation of artistic proofs, which parallel the three classical rhetorical appeals. Actual corporate documents are featured in this article, supported by content from management conference calls that were attended by the researchers. The article concludes with implications for teaching and research in the field of technical and professional communication.