After the storm comes the sun: A rhetorical analysis of Melbourne Storm's advertising campaigns after the 2010 salary cap scandal

One of the most common motifs surrounding sports, sports teams, and sports stars is "the scandal." One typifying feature of mediated scandals is the ease with which they can be presented as, or massaged into, an unfolding narrative. Although some research has been conducted into the initial stages of these narratives, there is significantly less that focusses on the ways in which the "transgressor" can be rehabilitated in a separate but linked part of that overarching story. This article addresses that gap by analysing two television commercials that significantly assisted the Melbourne Storm rugby league franchise in encouraging and maintaining identification and, coterminously, overcoming disidentification with its membership. Furthermore, we contend that the Melbourne Storm purposively used rhetorical strategies to emphasise the socially desirable aspects of its identity to repair damage done to its organisational image. Using rhetorical analysis, the article explicates the various techniques through which this was accomplished.