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Abstract Many studies concerning culture and rhetoric have been restricted to the binary distinction of cultures. Few studies have taken an emic perspective to compare Chinese and western cultural values and rhetorical strategies. This paper focuses on the persuasive rhetorical strategies used in the hotel discourses to discuss the embodied cultural values. A hybrid method has been used to encode 120 hotel discourses and to do data analyses. Comparisons of logical and ethical appeals have been made between the domestic and foreign hotel discourses，and the influence of deep-level culture has accordingly been explored. It has been concluded that cultural specificity at deep level is still an indispensable factor determining rhetorical strategies despite the globalization. Therefore，cultural background should be considered in rhetorical strategy comparison and evaluation so as to make unbiased judgment.
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Received: 17 July 2017
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2017, Vol. 56 
