Back to Search
Start Over
Bolstering Global Image
- Source :
- SIGDOC
- Publication Year :
- 2018
- Publisher :
- ACM, 2018.
-
Abstract
- By using verbal data analysis technique, this study compares website-based corporate introductions between Chinese public companies and their American peers. When presenting themselves, both Chinese and American companies appeal to ethos by stressing their capabilities. American companies are more skillful than Chinese companies at appealing to pathos and logos by orienting and interacting with their audience through the use of subheadings, shorter sentences, and more visual and audio elements.
- Subjects :
- ComputingMilieux_GENERAL
Ethos
Pathos
020204 information systems
0502 economics and business
05 social sciences
0202 electrical engineering, electronic engineering, information engineering
Appeal
Advertising
02 engineering and technology
Sociology
Logos Bible Software
050203 business & management
Subjects
Details
- Database :
- OpenAIRE
- Journal :
- Proceedings of the 36th ACM International Conference on the Design of Communication
- Accession number :
- edsair.doi...........30ec92b04094e97f974d12d2ec8ebe72