Smith, Ruth L.
Greater Worcester Community Foundation
The luxury cosmetic industry provides an example of the different appeals created through the branding process. Subsequent rhetorical brand icons such as Glamour, Science, and Nature not only develop distinct social-characteristic audiences, but also respond to market challenges and critique. Rhetorical analysis of the Estee Lauder, Clinique, and Aveda brands illustrates these theories and identifies the unique balance of ethical, pathetic and logical appeals which define the rhetoric of cosmetic branding.
Worcester Polytechnic Institute
Technical, Scientific and Professional Communication
Major Qualifying Project
Access to this report is limited to members of the WPI community. Please contact a project advisor or their department to request access
Restricted-WPI community only
Humanities and Arts