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.

Creator

• Adams, Amy Anne

Publisher

• Worcester Polytechnic Institute

Identifier

• 02D296M

Advisor

• Trimbur, John
• Smith, Ruth L.

Year

• 2002

Date created

• 2002-01-01

Resource type

• Major Qualifying Project

Major

• Scientific and Professional Communication, Technical

Rights statement

• In Copyright