The exploration of cultural styles has been one of the challenges of scientific research since the so-called "cultural turn" in the 1980s, situated at the intersection of specialized communication, text pragmatics, cultural studies, semiotics, and stylistics. This book examines the specific cultural styles as communication styles from an intercultural perspective. It compares German and Chinese image brochures, which serve as one of the most important PR measures in business communication and are relevant to research due to their semiotic characteristics. The insights gained not only provide novel perspectives on the socio-cultural peculiarities of both countries but also offer assistance to cooperating German and Chinese companies in optimizing their communication practices.