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Title
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Building a corporate image: an analysis of identity markers in business speeches
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Author
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Abstract
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| In todays society, the importance of a company's positive image has gradually increased. Through many features, such as the company logo or advertising, companies try to build a positive corporate image. In this paper, I look at the way speakers in professional settings refer to and present the company they work for in their speeches. First, I will discuss the theoretical background of my analyses and the setting where my data were collected. Then I will look at four selected speeches in more detail, discussing for each how and to what extent the corporate image is built. In the final part, I will draw conclusions and briefly discuss points for further research. |
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Language
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English
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Source (series)
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Research paper / Faculty of Applied Economics UFSIA-RUCA ; 2002:16
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Publication
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Antwerpen
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UFSIA
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2002
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Volume/pages
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11 p.
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Full text (open access)
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