Faculty Advisor

Smith, Ruth L.

Faculty Advisor

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

Date Accepted

January 2002


Technical, Scientific and Professional Communication

Project Type

Major Qualifying Project


Restricted-WPI community only

Advisor Department

Humanities and Arts

Advisor Program

Humanities and Arts