Textuality and Contextuality : Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe Hardback
by Aneta Smolinska
Part of the Sprachkoennen und Sprachbewusstheit in Europa / Language Competence and Language Awareness in Europe series
Hardback
Description
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.
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Hardback
- Pages:278 pages, 21 Illustrations, unspecified
- Publisher:Peter Lang AG
- Publication Date:20/06/2017
- Category:
- ISBN:9783631668771
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Hardback
- Pages:278 pages, 21 Illustrations, unspecified
- Publisher:Peter Lang AG
- Publication Date:20/06/2017
- Category:
- ISBN:9783631668771
