Victoria's Secret -- representations and rhetoricPublic
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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.
- This report represents the work of one or more WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review.
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