Tutor beth only: org identity
fawdra
student_partial_paper_sample.docx
Identity maintenance rhetoric consists of messages designed to preserve or enhance the identity of the organization. One thing that enhances identity is branding and association. This ad reflects both. Branding (very recognizable logos) and association with things that are viewed positively by their audience (association with Baskin-Robbins, their sister company.)
Dunkin Donuts stores arrangement of indoor and outdoor seating for customers is inviting. Their strategy in reaching a diverse target is effective when making it possible to sit and plug-in or have family time. Stay and be comfortable, whether working or having some leisure time, finding common ground for all of their consumers. Central character of organization: a brand and place for all.
Organization is a canon of rhetoric. Dunkin Donuts organizes their displays and ads as prominent, focal points in the store, offering a wide variety of branded products and merchandise (and branded refrigerated top left of photo – identity building strategy of association with Coca-Cola and Baskin Robbins.)
15h
A rhetorical situation - critical that organizations attend to what is happening around them. And Dunkin Donuts responds to that in their smoke-free environment and ad. Their strategy is their association with those who have similar values and/or are environmentally friendly, appealing to their employees and customers emotions (pathos.) Whether it is in appreciation of health and comfort or also appealing to smoker’s emotions of possible guilt or sense of consideration.
This Dunkin Donuts ad is appealing to a wide target and enabling their customers to use the new Dunkin app to place orders. A canon of rhetoric used is invention (development of ideas.)
Dunkin Donuts is inclusive of all lifestyles and classes, as seen in this counter mural of a woman with a guitar, a working man with a hard hat, a female police officer, a casually man dressed in a baseball cap, a mother wheeling a stroller, and a working man in a button-down shirt and tie. This presents connection to the organization, it is an assumed “we.” They are finding common ground with their audience.
Identification is a way in which an organization speaks to their target, and tries to convince them “I am like you” or “I have the same interests as you.” This ad invites Dunkin fans to be “part of their family.” Again, presents connection to the organization and brand. Use of logos method of persuasion used as well; it is reasonable and logical to become a member and receive perks.
15h
Part of Dunkin Donuts organizational identity is about convenience and flexibility. This ad conveys that to their customers in the style (use of language) stating that they are open 24 hours.
15h
