Textuality and Contextuality
Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe
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Beschreibung
Exploring the genre of advertising in three European languages (British English, French and Polish), this volume offers a contrastive study of the differences between high- and low-context cultures. Aspects covered include the use of foreign languages, the relation between text and images and the interaction between advertising images and readers.
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.
Autor*in
Aneta Smolinska
Themen in »Textuality and Contextuality«
Advertising Advertising Discourse Context Contextuality Cross Cultural Cultures Europe from High High- versus Low-Context Cultures Intercultural Discourses Linguistics Perspective Smolińska