Textuality and Contextuality

Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe

von Aneta Smolińska

278 Seiten, Hardcover

Kurzbeschreibung des Verlags

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.

• Reihe: Sprachkönnen und Sprachbewusstheit in Europa / Language Competence and Language Awareness in Europe
• Themen: Gesellschaft und Sozialwissenschaften Gesellschaft und Kultur, allgemein Kultur- und Medienwissenschaften Medienwissenschaften
• ISBN: 9783631668771
• Sprache: Englisch
• Erscheinungsdatum: 20.06.2017
• Größe: 21 x 14.8 cm
• Verlag: Peter Lang GmbH, Internationaler Verlag der Wissenschaften