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A Rhetorical Analysis Of China's Coca-Cola Campaign

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In this ad, Coca-Cola is convincing Chinese audience to purchase its product by using pathos. The ad conveys a patriotic spirit to the audience in order to associate Coke with Chinese values. The red color represents the passion of Chinese people. Paper-cut is a traditional Chinese folk thing, it has a history of one thousand years. Red paper-cut shows the wisdom of Chinese people, it’s a symbol of good fortune and wish. No matter where, as long as people see a piece of paper cutting, China will appear into people’s mind.

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