Textuality and Contextuality

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

Aneta Smolińska author

Format:Hardback

Publisher:Peter Lang AG

Published:20th Jun '17

Currently unavailable, and unfortunately no date known when it will be back

Textuality and Contextuality cover

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