Soetaert, Ronald, and Kris Rutten. "Rhetoric, Narrative, and Management: Learning from Mad Men." Journal of Organizational Change Management, vol. 30, no. 3, 2017, pp. 323–33.
Martha Sue Karnes, Clemson University
Ronald Soetaert and Kris Rutten in "Rhetoric, Narrative, and Management: Learning from Mad Men" use theories from Kenneth Burke and Richard Lanham to analyze Mad Men and discuss advertising and marketing in terms of rhetoric. In particular, the authors use the main character of Mad Men, Don Draper, as a case study for Lanham's homo rhetoricus. The authors use Mad Men due its massive popularity as a television show and its display of the professional and personal life.