Visualizing Banking and Financial Products: A Comparative Study of Chinese and American Practices

Han Yu Kansas State University

Abstract

This study examines the visual rhetoric used in Chinese and American promotional business communication. Comparing banking and financial product brochures published in the two countries, the study finds similar as well as different visual strategies. Most importantly, the Chinese samples frequently use visual metaphors, whereas the American samples hardly do. Prompted by this finding, I review relevant literature on visual metaphors and examine their structures and rhetorical functions. In addition, the study suggests that buyer images and cartoon images are used differently in the two countries, whereas product-related images are used similarly. I explore the contextual and cultural roots of these findings and offer suggestions on how to visually communicate with the Chinese audience and other international audiences.

Journal
Journal of Technical Writing and Communication
Published
2011-07-01
DOI
10.2190/tw.41.3.e
Open Access
Closed
Topics

Citation Context

Cited by in this index (3)

  1. Journal of Technical Writing and Communication
  2. Technical Communication Quarterly
  3. Technical Communication Quarterly

Cites in this index (14)

  1. Journal of Technical Writing and Communication
  2. Journal of Technical Writing and Communication
  3. Journal of Technical Writing and Communication
  4. Journal of Technical Writing and Communication
  5. Technical Communication Quarterly
Show all 14 →
  1. Journal of Technical Writing and Communication
  2. Written Communication
  3. Technical Communication Quarterly
  4. Journal of Technical Writing and Communication
  5. Journal of Business and Technical Communication
  6. Journal of Technical Writing and Communication
  7. Journal of Technical Writing and Communication
  8. Journal of Technical Writing and Communication
  9. Technical Communication Quarterly
Also cites 16 works outside this index ↓
  1. 10.1109/47.475591
  2. 10.1111/j.1468-2478.2007.00439.x
  3. 10.1109/47.650003
  4. 10.2190/ETRC11
  5. 10.1086/209256
  6. 10.1353/lib.2006.0053
  7. 10.1177/1470593104044089
  8. 10.1080/15295039009360162
  9. 10.1111/1468-0297.00494
  10. 10.1080/00913367.2003.10639047
  11. 10.1080/02650487.1994.11104570
  12. 10.1080/00913367.1988.10673128
  13. 10.1509/jppm.19.2.189.17135
  14. 10.2753/JOA0091-3367370406
  15. Zhang X. and Liao J., China's Cartoon Book Industry Enters Full Development, http://news.xinhuanet.com/newsce…
  16. 10.1109/TPC.2010.2046087
CrossRef global citation count: 6 View in citation network →