Textuality and Contextuality

This book provides a detailed analysis of advertising in three European languages, examining cultural differences and their implications for communication strategies.

This volume delves into the intriguing world of advertising across three European languages: British English, French, and Polish. Textuality and Contextuality presents a contrastive study that highlights the distinctions between high-context and low-context cultures. The exploration covers various aspects, including the incorporation of foreign languages in advertising, the relationship between text and images, and how these advertising images engage with readers. By examining these elements, the book sheds light on the cultural nuances that influence advertising strategies in different contexts.

The author takes a critical approach, investigating the impact of globalization on advertising practices and questioning whether the traditional divide between individualist (high-context) and collectivist (low-context) cultures remains valid. Textuality and Contextuality offers a comprehensive analysis grounded in cultural discourse, employing a combination of both quantitative and qualitative research methods. This multifaceted approach allows for a deeper understanding of how advertising communicates across cultural boundaries.

Through a synthesis of insights from Sociology, Anthropology, and Discourse Linguistics, the study reveals significant differences in how foreign languages are utilized, how text and imagery interact, and how these elements resonate with audiences. Ultimately, Textuality and Contextuality serves as an essential resource for anyone interested in the intersection of culture, language, and advertising.