Speech and Rhetorical Studies Commons^™

Taking Culture And Philosophy Into Consideration: A Rhetorical Analysis Of Marketing Strategies In China, Yi Huang

All Graduate Theses and Dissertations, Spring 1920 to Summer 2023

Globalization makes the physical boundary between countries almost disappear, while on the other hand, it exacerbates cultural and philosophical differences. The overall aim of this dissertation is to dig into the philosophical values of Western and Chinese cultures to provide some theoretically sound and pragmatically useful guidance for future communication and marketing in China.

While some American corporations have been embraced by the Chinese, many more have not. This research concerns itself with searching what the leading causes are for the above phenomenon, and more specifically, this study explores answers to the following questions:

• What strategies are used for product …