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.


Bostdorff, Denise


Communication Studies

Publication Date


Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis



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