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The authors claim that Firestone's attempt to shift blame was "poorly conceived." (p. 379) Also, they claim the use of celebrities to support their products and reputation was unsuccessful due to the obvious financial relationships between them. This discussion leads up to the application of Benoit's image restoration theory. (2002). This theory states that "communicators who need to restore damaged reputations have five general rhetorical options: denial, evading responsibility, reducing offensiveness, corrective action, and mortification." (p.380) The author's conclude that this case study displays "denial and, sadly, concealment of incriminating data, are common responses to wrongful action...
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