Textuality and Contextuality : Cross-Cultural Advertising from the Perspective of High- vs. Low-Context Cultures in Europe EPUB
by Smolinska Aneta Smolinska
EPUB
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.
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- Format:EPUB
- Publisher:Peter Lang GmbH, Internationaler Verlag der Wissen
- Publication Date:11/07/2017
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- ISBN:9783631706442
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Information
-
Download - Immediately Available
- Format:EPUB
- Publisher:Peter Lang GmbH, Internationaler Verlag der Wissen
- Publication Date:11/07/2017
- Category:
- ISBN:9783631706442