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.
Smith, David, "Perfect Corporate Makeover: a Rhetorical Analysis of Mcdonald's "I'm Lovin' It" Rebranding Campaign" (2012). Senior Independent Study Theses. Paper 4972.
Bachelor of Arts
Senior Independent Study Thesis
© Copyright 2012 David Smith