Mattel CEO and Chairman, Robert Eckert's, Image Restoration Rhetoric in the Wake of the Lead Paint on Toys Crisis

• In Event: Scholarship in Business Communication

Abstract

This paper analyzes Mattel’s Chairman and CEO’s Opinion Statement issued in the Wall Street Journal in response to Mattel’s voluntary toys recall crisis in 2007. A rhetorical analysis of the statement reveals the presence of identification in his attempt to restore the image of Mattel Inc., and his reputation as the head of the corporation. Additionally, three strategies suggested by Benoit (1995) were employed: a) reduce offensiveness, b) corrective action, and c) mortification.

Author

• Azhanni Muhammad, Ohio University