Bolstering Global Image: A Website-based Comparison of Corporate Introductions between Chinese and American Public Companies

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.