Visual rhetoric in advertising of China’s new tea beverage industry, using HEYTEA as an example
Yufei Ye
Abstract:In recent years, China’s tea market has undergone immense transformations, giving rise to a diverse range of novel products collectively known as new tea beverages. This market trend has led to intense competition, compelling brands to employ innovative advertising strategies to captivate consumers. This study focuses on the well-known Chinese new tea beverage brand “HEYTEA” as a case study. It employs the theoretical framework of visual rhetoric to analyze visual rhetoric in new tea beverage advertisements fr… Show more
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