| This thesis examines how branding rhetoric is incorporated into a political campaign and anticipates certain types of rhetoric according to the divergent multi-tiered branding process devised by the author. The introductory chapter discusses the concepts of branding and rhetoric, as well as a brief overview of the candidates Barack Obama and John McCain. The thesis develops a connection between two methods of critical analysis, ideological and fantasy-theme, and incorporates them into an analysis of several key speeches from each candidate to offer an in-depth understanding of how the candidates use branding concepts within their political rhetoric to influence the electorate. |
