Rhetoric, Inc.

Rhetoric, Inc. Volume 1 by Timothy Johnson examines the profound impact of the Ford Motor Company's internal motion picture laboratory. Starting in 1914, this corporate film program evolved from a simple educational tool into a massive global marketing strategy. Johnson utilizes nearly three hundred hours of archival footage produced between 1914 and 1954 to trace how these films reached millions of viewers in schools, newsreels, and theaters. This historical study explores how Ford utilized visual and narrative techniques to shape public perception and influence various aspects of American life.

This work sits at the intersection of communication studies, economic history, and film criticism. By analyzing the rhetoric used in these productions, Johnson demonstrates how Ford influenced labor, suburbanization, and consumer culture. Rhetoric, Inc. Volume 1 provides a detailed look at the role of imagery in the formation of the modern American corporation. It serves as a significant resource for those studying business and economics, philosophy, and the history of performing arts.