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Rhetorical Theory

Rhetorical theory deals with the use of symbols. Rhetorical theory can be applied by corporations in their quest for a better reputation and also by scholars who want to understand corporate communication in all its forms. All corporations communicate and produce text in one way or another, including webpages, press releases, annual reports, tweets, newsletters, op-eds, letters, and advertisements. Text can also be thought of in the wider sense as including all the visual communication of the corporation, including its logo, the corporate building, office furniture, uniforms, and the dress code. Several theoretical disciplines—for instance, discourse analysis—offer perspectives and tools to analyze such texts.

Rhetorical theory sets itself apart from these other disciplines by tracing its tradition back to ancient times and by harboring a ...

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