The transmission of knowledge between authors and audiences depends on effective communication and the use of appropriate language-related strategies. The documentary is made by Ben Proudfoot, an award-winning director. He is an entrepreneur and former magician. His background identifies his interest in exploring the 'Salt' fish and chip business. This can be verified from the fact that the documentary involves aspects related to entrepreneurship, a recipe to inspire like a magician and the representation of ideas like a director. The report aims to identify the life cycle of the fish and chips business initiated by Salt and the points that facilitated store voids and poor brand recognition. The director made effective use of rhetorical devices to present the case. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay The documentary provides insight into the transition of a successful, well-known company to a less recognized and financially weak company. The director traced Haddon Salt's passion in building the fish and chip empire. His documentary highlighted how a focus on the integrity of the vision and not the financial aspect led to the replacement of the company with KFC. Salt's vision was to develop a culture of crispy fish and chips with the right method and the right proportion of ingredients that would contribute to huge success in the early stages. However, the entry of KFC changed the market accustomed to the strategies used by Salate very well, but keep in mind the profit objective. Therefore, they expanded the market by offering customers fried chicken and related products. The transition facilitated the decline of the salt business. The directors used rhetorical choices to make a strong argument and get a specific reaction from the audience. The audience for the documentary are people who have a keen interest in the old-fashioned, traditional taste of fish and chips that Salt offers. The director used rhetorical choices as a linguistic device. It was done to implement a specific form of sentence structure, music or meaning trend with the aim of developing a certain response from the target audience. One of the rhetorical choices used by the director is allusion. Allusion refers to one's position regarding a particular event, place, or individual. The example of this is the position of someone who does not change quickly because he is not a Superman. In this example, Superman is a well-known character who helped make an argument without explaining why in detail. Similarly, the director of the documentary used an allusion when referring to his first visit to Anaheim's main Disneyland park. The manager confirmed that he felt the same level of excitement as he entered the Salt fast food chain in the mall. Visiting the original Disneyland Park to see the manufacturer's grand vision was as sensational as walking into the fast food chain for fish and chips. The result of the choice used by the author has a positive effect on the target audience. First, the impact of the choice is to have the feeling of attending the very first theme park, which led to the foundation of a new marketing technique. The author communicated to the audience that originality is linked to cultural identity. The choice made by the director helped him identify the pleasure of dining in the best fast food chain of the 70s, which started the trend of fried fish and chips. The sentiment could not have been presented by the directors as indicated by the usageof the allusion. The implementation of the allusion created an element of wonderment in presenting the director's true joy and feeling in relation to the visit to the fast food chain. The director uses rhetorical questions in the documentary with the aim of making an argument. The questions were developed without any expectation of having an answer. Another purpose of asking the questions was to motivate the target audience to consider the questions as a message or perspective. It is because an effectively worded question can persuade the audience. The audience believes in the position taken by the speaker. This was exactly done by the director of the documentary. The choice of rhetorical question used by the director can be ascertained from the following questions asked by him. He asked questions like, “Which is more important to success, integrity of vision or success based on financial stability?” Is bigger, bigger scale always better? What is the main difference between Colonel Sanders and Haddon Salt?" Furthermore, he asked questions such as "the founders should be those who need veneration" and "where can you get good fish and chips these days?" These questions can be understood in how the directors tried to inform the audience about the steps Salt should take to be successful The company must choose strategies that could offer financial benefits and help the company sustain the market, as it has done KFC. They have improved the product line over time. Furthermore, Salt must work on expanding the business, but on quality to succeed in the fast food industry. Furthermore, it is crucial for the company to bring new ideas to integrate with the founder's original concept. The director asked a series of questions at the end of the documentary as part of the argument he wanted to portray was that the integrity of the vision was significant as it led to ultimate success and financial stability. The Salt fast food chain was empty and the fish and chips he ordered weren't good. In the documentary, Mr Salt said success was all about using the right method. It means that at the moment the method is not correct for preparing fish and chips and the roots are not followed. Furthermore, unlike KFC, marketing needs and innovation are now not part of Salt's business. Furthermore, the director's thesis is that bigger is not always better. It is not imperative that the scale is larger, but the critical point is taste and the right way. The director's use of the rhetorical question is effective because the questions effectively identify his points of view. In the case of a rhetorical question the answer condition is not implicit. Likewise, the director did not ask for the answer. However, the questions allowed him to highlight information that the audience knows. The use of the rhetorical question is more appealing rather than risky because the director has implemented it correctly to make the audience think about the concept. In other words, the questions enthusiastically guided the director's perspective. But one limitation is that the director abused the rhetorical question. This slightly weakens the effectiveness of the choice as they will not be effective when the director really needs to use the choice to make his point. Therefore, rhetorical questions should only be used to clarify crucial points. The article was about the king of fish and chips, Salt, who lost what value he had. Proudfoot's documentary offers an insight into the situation by implementing rhetorical choices to make the argument. From the above discussion it can be concluded that rhetorical choices allow writers to communicate their ideas to the audience using devices.