Abstract

Although corporate rebranding is finding its rise in academic literature, there are still minimal works that have cited Burke’s theory of identification as an important theoretical foundation for implementing a successful rebranding campaign. This study conducts a qualitative study via rhetorical analysis of eighteen commercial advertisements from McDonald’s “I’m lovin’ it” rebranding campaign in order to highlight specific identicational strategies and appeals embedded in the commercial advertisements that have proven to be responsible for McDonald’s rebounded corporate success.

Advisor

Bostdorff, Denise

Department

Communication

Publication Date

2012

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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© Copyright 2012 David Smith