Chinese persuasion generally emphasizes informing as a foundational stage before actively selling, creating a layered, patient approach to influencing others. Across multiple societal areas, the Chinese style of making the case privileges building understanding and trust through information and context, which then paves the way for acceptance and agreement—i.e., the sale.
China and Germany differ
Young adults between the ages of 18 and 24 in China and Germany differ fundamentally in their media use, brand perception and advertising reception. Frank Quiring, Stephan Urlings and Wutao Wen from the rheingold institute approached the sensitivities in in-depth interviews.
traced back to the Song dynasty
The history of Chinese advertising in the broad sense can be traced back to the Song dynasty when stores used signs and words to advertise services. In the 1920s and 1930s, advertising in Shanghai was already a dynamic industry, with foreign advertising agencies and brands competing with the Chinese counterparts prior to World War II.
moral authority and continuity
Chinese persuasion strategically blends respect for the past and preparation for the future, using historical precedent as a foundation to legitimize current positions and articulate future visions. The past provides moral authority and continuity, while the future represents opportunity and aspiration. This temporal integration embodies enduring cultural traditions and pragmatic foresight.
“in front” and “behind”
Studies show the Chinese often conceptualize time spatially with the past considered “in front” and the future “behind” (implying visibility and knowledge of the past, uncertainty of the future). Yet, cultural attitudes reveal a balanced focus on honoring the past while preparing for the future.
doctrine of balanced moderation
Chinese philosophy upholds the importance of history as a guide for future conduct. The revered classics serve as sources of eternal wisdom, with the past viewed as a continuous thread informing the present and enabling wise future decisions (e.g., Zhongyong 中庸 doctrine of balanced moderation).
Sun Tzu’s Art of War
Military strategy leverages historical victories and lessons to prepare future tactics. Sun Tzu’s Art of War remains foundational, where past knowledge guides anticipating and shaping future battlefield conditions. The system depends on continuous learning from history to forecast future actions.
Chinese civilization
Political rhetoric strongly highlights historical achievements (like the Chinese civilization’s longevity, reforms, revolutions) to justify and inspire future national goals such as the “Chinese Dream” of rejuvenation and global leadership. The past provides legitimacy and moral grounding, while the future frames the vision.
historical continuity of relationships
Chinese business presentations often refer to past successful partnerships and historical continuity of relationships (guanxi) to build trust and forecast future opportunities. Businesses emphasize stability and projected growth grounded in sustained historical integrity.
past knowledge as a springboard
Chinese education constantly draws upon historical precedent and classical teaching to inform future growth. Lessons connect Confucian traditions, moral examples, and past successes to encourage students to shape a brighter future, revealing a persuasive strategy centered on using respected past knowledge as a springboard for future achievement.