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.

• 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

• Donlon, April Sue

Publisher

• Worcester Polytechnic Institute

Identifier

• 05D409M

Advisor

• Trimbur, John
• Smith, Ruth L.

Year

• 2005

Sponsor

• Greater Worcester Community Foundation

Date created

• 2005-01-01

Resource type

• Major Qualifying Project

Major

• Scientific and Professional Communication, Technical

Rights statement

• In Copyright