Textuality and Contextuality
Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe| By: | Aneta Smolińska |
| Publisher: | Peter Lang |
| Print ISBN: | 9783631668771 |
| eText ISBN: | 9783631706442 |
| Edition: | 1 |
| Copyright: | 2017 |
| Format: | Reflowable |
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This study offers a contrastive analysis of culturally grounded differences in discourse by comparing advertising strategies in three European languages: (British) English, French and Polish. Taking a critical stance and considering changes through globalisation, the author aims to find out to what extent the classic distinction between high-context (individualist) and low-context (collectivist) cultures can be empirically maintained. To paint a differentiated picture, the investigation combines findings from Sociology, Anthropological and Discourse Linguistics and uses both quantitative and qualitative methods. The data reveal ground-breaking differences in the use of foreign languages, the relation between text and images and the interaction between advertising images and readers.