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This study aims to analyze the narrative dissonance in the corporate communication of the Aqua brand, especially in the context of the crisis of meaning that arises between claims of natural purity and technical findings related to the use of borewells in the production process. Using a qualitative approach through content and narrative analysis, the study integrates two main theoretical frameworks: the Narrative Paradigm (Fisher, 1984) and Image Repair Theory (Benoit, 1995). The analysis focused on how companies are building, maintaining, and renegotiating their corporate narrative amid public pressure and consumer expectations. The results show that the legitimacy crisis arises due to the symbolic mismatch between the narrative of "purity" communicated and the operational reality revealed to the public. This tension triggered a strategic response from the company in the form of public clarification, transparency of the production process, and repositioning of messages to restore consumer image and trust. This study confirms the importance of narrative coherence and reflexivity in corporate communications, especially in an era of digital openness that demands accountability and consistency between symbolic messages and tangible practices. These findings contribute to the study of crisis communication and brand image restoration strategies, as well as a reference for companies in designing ethical, transparent, and sustainable communication to maintain legitimacy and credibility in the eyes of the public.

This study examines the strategic role of euphemism in Abraham Lincoln’s Gettysburg Address, arguing that it was instrumental not only in managing collective grief but also in preserving the nation’s symbolic dignity. While much scholarship on the Gettysburg Address has concentrated on rhetorical artistry or historical significance (Wills, 1992; White, 2009), relatively few have analyzed it through the combined lens of sociolinguistics, specifically euphemism and face-work. Drawing on Allan and Burridge’s (2006) framework of euphemism and Goffman’s (1955) theory of face, this paper situates Lincoln’s speech within the broader sociolinguistic processes of healing, unity, and image restoration. Through a qualitative textual analysis, the study identifies three dominant euphemistic strategies: sanctification of sacrifice through sacred language, collectivization through inclusive pronouns, and redefinition of crisis as a “new birth of freedom.” These strategies operated at semantic, pragmatic, and sociopolitical levels to protect national face, transform perceptions of the Civil War, and realign public consciousness toward unity and resilience. Beyond historical interpretation, this research highlights the relevance of euphemism and face-work in contemporary political communication. Leaders in modern contextsfrom economic crises to global pandemics continue to rely on euphemistic  framing to manage uncertainty and inspire solidarity. By revisiting Lincoln’s address through this sociolinguistic perspective, the study demonstrates how language can simultaneously mitigate trauma, construct identity, and articulate a hopeful collective future.

With various events that have a negative impact on Scarlett at the time of the product being boycotted because it is pro to Zionist carried out by the owner of Scarlett. This research was conducted with the aim of finding out the role of public relations in restoring the image of Scarlett products. This study uses a literature study methodology by collecting references from previous research from several researchers. The results of the research conducted show that public relations has a very important role in regulating the flow to restore Scarlett's image to the public through the media used, such as online media and print media to provide an explanation of the case, apologies to the public to regain public trust in Scarlett in order to get a good image again.