AND YOUR IDEAS ARE BRILLIANT! BRAND RHETORICS

Abstract

In order to appeal to us and convince
us, brand names develop a complex set
of rhetorical techniques. Thus, they use
various stories illustrating the creation or
the evolution of these brand names,
along with stories regarding ways of
consuming as well as consumers themselves. These brand names also rely on
values and use a range of communication
techniques in order to adapt to the
consumers’ degree of approbation. The
current food brand names to be found
throughout the major supermarket networks, notably Michel et Augustin, is
used as a basis for case studies concerning the brand name rhetoric which, we
believe, relies on a triple dimension
which is simultaneously theme-oriented,
axiological and modal.