Abstract
The purpose of this study is to determine the rhetorical characteristics of Penzeys Spices’ Facebook ads that were explicit political advertisements opposing President Donald Trump. More specifically, I examine messages by Penzeys Spices that supported his impeachment in 2020. This study uses the method of generic criticism to find similarities among messages. In order to find the similarities, I chose a total of four Penzeys Spices explicit advertisements. I analyzed these four advertisements to identify the recurring similarities within Penzeys Spices explicit advertising. The language within the advertisements and comment section of these advertisements allowed me to see how Penzeys Spices used Brand Alignment and Brand Identity.
Advisor
Bostdorff, Denise
Department
Communication Studies
Recommended Citation
Greenwood, Beau H., "Brand Identity and Brand Alignment in Corporate Political Advertising: A Rhetorical Analysis of Penzey Spices’ Facebook Ads Opposing Donald Trump" (2021). Senior Independent Study Theses. Paper 9226.
https://openworks.wooster.edu/independentstudy/9226
Publication Date
2021
Degree Granted
Bachelor of Arts
Document Type
Senior Independent Study Thesis
© Copyright 2021 Beau H. Greenwood