Rhetorical Analysis Of Chinese Brands’ Communication In Going Global

Nowadays,China has become the second-largest economy and it is playing an influential and important role in the global economy.China is the center of international manufacturers,the world’s largest manufacturer,and also the largest exporter of goods in the world.Almost all countries in the world have a lot of products made in China,but Chinese brands’ products are less recognized.In recent years,Chinese companies put a lot of effort in becoming global brands/companies.However,based on a survey by international marketing firm HD Trade Services in 2013,only 6%of U.S.consumers can name one Chinese brand.Chinese brands are still not well-known yet in international market,contrary to many European and American brands.Predominantly,China is still perceived as a manufacturer,often brand-less or producing for brands owned by non-Chinese companies.This research takes "Top 100 Most Valuable Chinese Brands 2016" as the research objects that can represent top successful Chinese brands ranked by their income.This study aims to determine what strategies have to be used by Chinese companies in persuading the global consumer,how Chinese global top companies present the products to international consumers through website and TV commercial.The study wants(1)to explain the way Chinese companies introduce their product and persuade global consumer on websites and TV commercials,why Chinese top brands are still often not known or not recognized as Chinese,and(2)to provide a detailed description of the successful communication strategies developed or developing by some of these brands.Regarding the first question this research first investigates the Chinese brands’websites and TV commercial.Website is the first information channel about the product that global consumer can search directly and TV commercial is a common media that can reach a large number of audience with high contact rate and coverage.Through analyzing the consistency design and the representation identity of Chinese brands on websites and TV commercials,this research analyzes how mature/immature is the Chinese brands in preparing their communication way to the global audience and how Chinese companies deal with their Chineseness identity.In offering products,some companies hide their Chineseness behind local brand names that the company acquires.But also,some companies reveal their Chineseness or even attempt to make it part of positive brand associations.Often,complicated strategy is used,depending on market and product.This research intends to provide a detailed survey,also tries to relate the choices that companies seem to make to the markets on which they operate and the type of products they offer.Regarding the second question,this research analyzes in detail how some companies already construct some of their brands to become global ’winners’.This study will use rhetorical analysis of brand websites and TV commercials.This research also tries to validate the observation with interviews with 80 people from different countries about their perspective of Chinese brands,TV advertisements,and websites(20 people from each continent,Asia,Africa Europe,America).Based on the analysis and the interviewees’ perspective,the results show some positive rhetorical choices and the need to improve from Chinese websites and ads.As the Chinese products quality improving,this research also suggests some brands with good quality products can begin to be introduced as Chinese brands.They will open the way to the other new Chinese products to go global,bring cultural confidence and national soft power.