Textuality and Contextuality: Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe
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Textuality and Contextuality: Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe
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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. Textuality and Contextuality: Cross-Cultural Advertising from the Perspective of High- vs.
Book Details
- Author: Aneta Smolinska
- Publisher: Peter Lang Gmb H, Internationaler Verlag der Wissenschaften
- eBook ISBN: 9783631706442, 3631706448
- Print ISBN: 9783631668771, 3631668775
- Other ISBNs: 9783631706459, 3631706456
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