Visual rhetoric in advertising of China’s new tea beverage industry, using HEYTEA as an example

School of Literature, Communication University of China, Beijing, 100020, China

^* Corresponding author: yufei_ye@cuc.edu.cn

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 from two dimensions: visual image and rhetorical techniques. In terms of visual image, advertisements effectively convey messages through a rich array of visual elements, attracting target audiences and enhancing their overall impact. On the other hand, within the domain of linguistic visual rhetoric, advertising copy emphasizes the use of words, sentence structures, and rhetorical devices to accentuate product features, thereby stimulating consumers’ sensory experiences. The objective of this research is to explore the value of visual rhetoric in new tea beverage advertising.