AT&T: "Apologies Are Not Enough.".

Benoit, William L.; Brinson, Susan L.

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Peer reviewed

ERIC Number: EJ484764

Record Type: Journal

Publication Date: 1994

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0146-3373

EISSN: N/A

AT&T: "Apologies Are Not Enough."

Benoit, William L.; Brinson, Susan L.

Communication Quarterly, v42 n1 p75-88 Win 1994

Describes AT&T's long distance service interruption in New York on September 17, 1991, as a serious threat to its corporate image. Analyzes the advertising actions taken by AT&T to restore its image. Discusses three primary strategies developed in the advertising: mortification, plans for correction, and bolstering. (HB)

Descriptors: Advertising, Communication (Thought Transfer), Communication Research, Discourse Analysis, Discourse Modes, Higher Education, Persuasive Discourse, Rhetorical Criticism

Publication Type: Opinion Papers; Reports - Research; Journal Articles

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A