Textuality and Contextuality
Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe
Format:Hardback
Publisher:Peter Lang AG
Published:20th Jun '17
Currently unavailable, and unfortunately no date known when it will be back
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.
ISBN: 9783631668771
Dimensions: unknown
Weight: 450g
278 pages
New edition