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.
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.
Bachelor of Arts
Senior Independent Study Thesis
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