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The article discusses the importance of product communication as part of the business process. It mentions the rhetorical analysis of design language and discourse. The design process of products is composed of a set of logos that aims to persuade consumers who are not truly satisfied with products for their functional attributes but they demand satisfaction from the items. Emotional design is said to be successful because of consumers' depth of discover and collecting new products.

The article focuses on the implication of Confucian and Daoist values for multinationals in intercultural business communication. Confucius emphasizes that man is the center of nature and that man should take the responsibility to balance people and nature. The core concepts of Daoist ethics are detachment, balance, perseverance, and patience. The priority is focused on the development of the ability to function in other cultures by matching regularly decoded and encoded message meanings.