Textuality and Contextuality

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

Nonfiction, Reference & Language, Language Arts, Linguistics, Foreign Languages, Art & Architecture, General Art
Cover of the book Textuality and Contextuality by Aneta Smolinska, Peter Lang
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Author: Aneta Smolinska ISBN: 9783631706442
Publisher: Peter Lang Publication: July 11, 2017
Imprint: Peter Lang GmbH, Internationaler Verlag der Wissenschaften Language: English
Author: Aneta Smolinska
ISBN: 9783631706442
Publisher: Peter Lang
Publication: July 11, 2017
Imprint: Peter Lang GmbH, Internationaler Verlag der Wissenschaften
Language: English

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.

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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.

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