Greek and Chinese classical rhetoric: the root of cultural differences in business and marekting communication

Abstract

This paper aims to compare the Greek and Chinese rhetorical traditions and explore their influences on today’s business and marketing communication across relevant cultures. In particular, it uses the Aristotelian persuasive orientations as reference points to introduce the Chinese rhetoric, and interpret cultural differences in persuasion from a historical and sociocultural perspective. It has been found that Greek and Chinese rhetoric and persuasion were developed to meet the needs of the social and cultural environments and this rule still applies to today’s business communication. The logical approach has been emphasised in the English rhetorical tradition while both qing (emotional approach) and li (logical approach) are the focus of persuasion in the Chinese tradition. This difference is also the root of cultural differences in modern business communication. Findings from both English and Chinese texts and data are examined to substantiate our focal argument.

Citation

Yunxia, Z. and Hildebrandt, H.W. (2003), "Greek and Chinese classical rhetoric: the root of cultural differences in business and marekting communication", Asia Pacific Journal of Marketing and Logistics, Vol. 15 No. 1/2, pp. 89-114. https://doi.org/10.1108/13555850310765097