Smith, Ruth L.
Trimbur, John M.
This project is a rhetorical examination of branding with emphasis on representations of women. By analyzing training materials, advertisements, and the store itself, the project uses Victoria's Secret as a case study. The company's branding process includes choosing specific words and images present in every customer interaction and negotiates conflicting representations of women to create a unified rhetorical stance. This case reveals the strategy of producing a total culture that characterizes the rhetoric of branding.
Worcester Polytechnic Institute
Technical, Scientific and Professional Communication
Major Qualifying Project
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Restricted-WPI community only
Humanities and Arts