Faculty Advisor

Smith, Ruth L.

Faculty Advisor

Trimbur, John

Abstract

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.

Publisher

Worcester Polytechnic Institute

Date Accepted

January 2005

Major

Technical, Scientific and Professional Communication

Project Type

Major Qualifying Project

Accessibility

Restricted-WPI community only

Advisor Department

Humanities and Arts

Advisor Program

Humanities and Arts

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